IAG Cargo

IAG Cargo wanted to recognise Black History Month in a meaningful way – building on a previous campaign that focused on ‘People not labels’ and encouraging colleagues to deepen their understanding of how they can become better allies to the Black community.

In 2022, IAG Cargo celebrated Black History Month by celebrating individuals within the business. For 2023, they wanted to build upon this campaign by bringing to life an ongoing Diversity & Inclusion initiative – ‘People not labels’.

Recognising the challenges that Black people face within society, IAG Cargo wanted to help colleagues understand how they can be better allies to the Black community and create a safe space for meaningful conversations where colleagues can learn from one another.

Our research highlighted that the Black community are enduring harmful stereotypes every day. And these stereotypes need to be challenged to help IAG Cargo create a workplace where everyone can feel safe and respected.

The campaign placed stereotypes and common phrases front and centre, aiming to really get people thinking about how their biases and the language they use can be harmful to people in the Black community. By educating colleagues on the damage stereotypes can have and encouraging colleagues to start meaningful conversations, the campaign educated colleagues on how they better approach situations and be better allies.

Posters, digital screens and emails were used to reach and engage both office-based and frontline colleagues. The messaging focused on the fact that our differences make us who we are, and it’s important we see and understand the individual people behind stereotypical labels.

Colleagues were encouraged to share their own stories and experiences in an employee chatroom. Starting important conversations helped colleagues better understand one another and ultimately, helped create a workplace where all can feel safe and respected.