Public Sector: LDA campaign to boost diversity

PR is to play a major role in the London Development Agency's (LDA) campaign to boost the number and status of ethnic minorities employed by businesses in the capital.

A four-year, £10m campaign began last week with an event attended by US civil rights campaigner Jesse Jackson and London Mayor Ken Livingstone.

'There is still under-representation of some ethnic groups in business,' an LDA spokesman said.

'Diversity Works' will offer an online CSR-themed site for businesses to self-assess their diversity. The LDA is also planning a series of networking events to encourage interaction between large corporates and SMEs, and 'contact programmes' to help businesses engage with communities.

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