Small campaign
- Train your team: Consider investing time in diversity and inclusion and allyship training for your team – it makes for better campaigns.
- Address risk: Include risk management in your campaign development, so your decision-makers have confidence in the inclusive nature of the campaign.
- Think about your message: Will your message resonate with trans and gender diverse people? Inclusion of trans and gender diverse talent without purpose may seem performative.
- Gender-neutral language: This is a great way to model inclusion regardless of your campaign. This can be included in your brief and script.
- Real stories: Have you considered having real people in your campaign?
- Do your research: Know your audience and make sure the talent in your campaign reflects that audience.
- Create a social media strategy: Be prepared with how you are going to address negative responses to your campaign from the community. If you have a small team, make sure they know where to go for support if there is backlash.
Large campaign
- Train your team: Consider investing time in diversity and inclusion and allyship training for your team – it makes for better campaigns.
- Address risk: Include risk management in your campaign development, so your decision-makers have confidence in the inclusive nature of the campaign.
- Co-design or co-create: Have you consulted with experts yet? They can help ‘test’ your campaign to see if the message lands. You can also involve trans and gender diverse talent from the start, to guide your creative approach.
- Hire a diverse and intersectional cast: If you are working with a large cast, consider including more than one trans or gender diverse person for a more authentic representation of the community.
- Monitor social media: A larger campaign is likely to attract a different response from the community. In case of backlash, it is best to be prepared with approved responses, or to share your community guidelines on social media channels.
- Check the calendar: Can you align your campaign with an important time of celebration for the community? Or does your launch date coincide with a period of community mourning? Know what dates will work for your campaign and which ones you want to avoid.
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