Agency: AMVBBDO Client: The Valuable 500 Credit: Outsider, Work Post, Factor, Electric Theatre Collective & Ketchum Film: Diversish
The Valuable 500 is a business to business disability inclusion initiative. Its goal is to convince private sector companies to make disability their business priority: something almost none of them want to do. 90% of companies claim to prioritise diversity but only 4% prioritise disability.
The agency was hired to create an advertising campaign to help convince business leaders at The World Economic Forum in Davos to put disability on their board agendas. The campaign introduced a new word to describe such companies. DIVERSish. To illustrate the most common types of diversish behaviour, the agency created a campaign that exposed the toe-curling reality of selective inclusivity in business.
In the last ten years of tireless campaigning the #Valuable has only managed to recruit one multinational to its cause. Within ten days of the ‘DIVERSish' launch, 51 multinational companies signed up to The Valuable500, including the likes of Microsoft, Virgin Media, Barclays, Boeing, Sainsburys and Fujitsu.
Judge’s comment: “This tackles an issue head on. It is "tongue-in-cheek" enough to not cause offence, but provocative enough to stop and make you think. There is a clear call to action for change, and one that I'm not surprised many companies responded to.”
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