CASE STUDY
Bridgestone: Turning diversity and inclusion into motivating employee engagement
Our integrated DE&I communications campaign for tyres and sustainable mobility solutions firm, Bridgestone, sparked positive action from its 20,000 EMIA workforce.
managers downloaded the psychological safety guide
Bridgestone EMEA wanted to spread a culture of diversity, equity and inclusion (DE&I) across the region, building on previous campaigns to turn awareness into positive action and meaningful change. The campaign needed to empower people to prioritise and consider DE&I in everything they do with the goal of making Bridgestone a better, more inclusive place to work. They also wanted to kick off the campaign with a DE&I week which included launching Bridgestone EMEA’s first DE&I annual report.
We produced an overarching visual identity for the campaign, closely tied into the ACTIVE8 branding Bridgestone EMEA would be using for the year’s campaigns. We planned and created integrated assets, from promotional toolkits shared on a purpose-built ACTIVE8 hub for comms champions, to emailers, SharePoint content, digital screens, leadership and comms manager guides, banners and Yammer cards. We also produced a full 38-page DE&I annual report and an animated film showcased the report highlights. We added a gamification element with a ‘What’s your DE&IQ?’ digital quiz which was fun, educational, and helped measure employee awareness of DE&I issues.
The week was extremely successful in raising awareness and activating employees to make a difference for DE&I. A total of 894 colleagues took part in the launch event, far exceeding the 150 attendees taking part in similar previous sessions.
LinkedIn posts promoting the week had the potential to reach around 20,000 people and more than 1,400 people visited the DE&I hub during DE&I week with activities held across all areas of EMIA. The psychological safety guide was also downloaded by 844 managers during Pride Month and will continue to be a useful resource going forward.
