Change the Race Ratio

Fighting for Diversity


The Change the Race Ratio campaign was introduced to increase racial and ethnic participation in British businesses. The campaign calls for all businesses to sign-up and to set and publish clear targets for greater racial and ethnic diversity and representation at board and senior leadership levels.

The campaign aims to foster a community that works together and shares good practice because real change will take time, and a dedicated, concerted and collaborative effort. The Founders and Ambassadors of Change the Race Ratio appointed us to devise and launch a digital platform that raised awareness of this initiative and encouraged CEO’s and Chairs of businesses, of all sizes, to become signatories to the Change the Race Ratio campaign.


  • Web Design
  • Web Development
  • Launch Strategies

This project paid testament to our agency challenger model. The combined effort from our producers managing the project and the pool of suitably experienced specialists in our network meant that we were able make this project possible within a short time frame.

The ability to scale up when necessary meant we did not interrupt the work for our other clients, demonstrating the models’ adaptability to different requirements on short notice.

We delivered a comprehensive launch plan and website to act as hub of content, social media and PR to spread the campaign message. In addition to this we also provided ongoing support including regular content management and updates to build upon the campaign momentum post-launch.

The website became a clear and informative base to find out more about the campaign and encourage change. Delivering a clear message that demonstrates that this is a serious initiative with real momentum.


Next Steps

Phase two of the campaign will drive greater awareness of the campaign through even greater exposure and compelling content to convert signatories. This will be accompanied by a website platform that will allow for a two-way conversation, enabling people to share their experiences and feedback. We are also improving the membership value for signatories, by building and providing access to a bank of resources that will provide key guidance and information signatories.

“You have been amazing! We couldn’t have done this without you!”

Henrietta Jowett

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