How do you consider DEI in the creative process?

Why, we hear you ask, is The Unmistakables still banging on about this? Seriously. Almost five years on and they’re still banging the same drum. Why?

Ohhh, why indeed, Simone and Shilpa asked themselves recently when the marcomms world collectively witnessed the joy of seeing DEI ‘done right’ with the Burger King campaign. Job done, right? Alas, no, when, in the very next week, we saw the major “fry-ups” that were made by Heinz in not just one but TWO campaigns. One that perpetuates stereotypes around absent Black fathers. The other is frighteningly an example of Blackface. This, friends, is why we’re still talking about the importance of considering DEI in the creative process. 

Over the years we have consulted on everything from TV shows for Fremantle, to launch campaigns for Penguin Random House and HarperCollins titles through the TV ad and print campaigns for Macmillan Cancer Support, Tesco, giffgaff and Rightmove. So we know full well that campaigns do not (always) have to end in reams of LinkedIn critique. 

Here are some handy tips that help us to ask the right questions at the right time throughout the creative process:

Pre-planning

• This is also the time to think about how you’re going to measure and evaluate inclusivity in your creative, and build DEI metrics into existing evaluation frameworks. Consider qualitative social media measures such as comment sentiment and increases in engagement or product and service usage amongst certain communities.

• Ask yourself: how can you approach the creative or campaign in a way that recognises and authentically reflects the audiences you want to reach? 

• Is your objective truly inclusive, or does it unintentionally centre or assume certain audiences and exclude others?

• Can you create spaces together as a team to actively look for assumptions and exclusions?

• Ask: can the objective, including the language used, be revised to include more relevant audiences?

Insight

• The aim is to ensure that research is representative of the different communities reflected in your creative / campaign

• Consider the knowledge and lived experience of your teams - what voices are missing and where might there be a need to engage with experts who can advise on how to gather insight and data from specific communities?

• Get clear on what diversity means in relation to your marketing and creative aims - who are the specific communities you want to reach and why? Where do you need to prioritise?

  
  

Briefing

• Get clear on and then communicate your DEI expectations at the briefing stage. Do you expect to see certain communities represented within agency teams? E.g. How do you want DEI to be considered during casting?

• Consider how specifics in the brief can enable different audiences to be presented in the creative, or where it might unnecessarily exclude

• If there are specific audiences you’re trying to represent and reach, make that clear in the brief, avoiding acronyms, e.g. BAME. Instead, list the individual audiences in detail.

  
  

Brand/agency communication

• Create a safe and collaborative environment for all voices to come into discussion about creative development. Leaders in teams can encourage a feeling of safety by inviting voices in and encouraging respectful debate and healthy critique without judgment.

• Sometimes when less experienced or quieter team members have creative ideas or considerations that go against the grain, their voices aren’t heard. Necessary challenges can only come through when people are actively brought in and encouraged to contribute.

• Be clear about brand goals and imperatives around DEI, and be specific on what’s required from agencies.

  
  

Concept

• When reviewing concepts, ask yourself how different communities might be represented and how authentic and positive representation can be achieved

• Think about the regions the creative will be featured in. How might the cultural landscape influence how the creative is viewed? Does it translate well across regions?

• Consider the media plan — will it enable you to reach your intended audiences — what changes might need to be made?

  
  

Casting

• We talk to our clients about the importance of building in time for two rounds of review when looking at storyboards and scripts: the second one being when casting decisions are being made to ensure there are no adverse impacts on the narrative arc as a result of the casting. 

• If you’re focusing on a specific community, ask yourselves whether the casting actively challenges the tropes and stereotypes associated with that community (which you will have ascertained at the planning/ briefing stage). Consider the overall setting, how characters are dressed, the way they speak, and how they interact with each other. 

• We often hear about the difficulties agencies face when briefing casting agents. It’s worth noting that the IPA has worked with the APA, Equity and ISBA to develop a Casting Brief Template. 

• Keep in mind that if the role can be played by someone of any identity, you should not be stipulating any protected characteristics within the brief. Of course, there will be instances where there is a specific and justifiable requirement for the individual playing a particular role to have certain protected characteristics. Thus, casting for the role on that basis would not have a discriminatory impact.

  
  

Pre-production

• When considering DEI at this point, ensure the identified community — if you have one — is represented in the room including behind the camera, hair and makeup, wardrobe, production assistants, runners and so on

• Think about whether the wardrobe choices, location, or props reinforce stereotypes

Post-production

• Consider whether there are any opportunities to make assets more accessible

• Watch out for cuts and edited content that could be perceived negatively out of context

• Engage internal networks and external DEI experts to review content and feed into the rollout plan 

• Stay alive to the news agenda to ensure your campaign cannot be misconstrued at launch

  
  

We are accustomed to hearing murmurs that DEI slows down the creative process or dilutes creativity. The key thing to bear in mind is that, in an ever-evolving landscape, relevance is the hardest thing to deliver on. 

By incorporating some of the thinking we outlined, you not only avoid missteps but — way more importantly — you are ensuring you’re creating and delivering campaigns that are relevant, credible, and authentic. 

And if you get stuck, get in touch.