IAG Cargo

Project: People not Labels

Celebrating what makes colleagues feel proud during Pride Month

As part of the ‘Great to be’ programme, IAG Cargo wanted to celebrate Pride Month. But they didn’t just want to recognise the LGBTQ+ community for one month – they wanted to raise awareness across the business and encourage allyship throughout the whole year.

With the business-wide Diversity and Inclusion programme, ‘Great to be’, already in place, IAG Cargo was taking great steps in building a sense of belonging for all.

However, IAG Cargo realised a different approach was needed for Pride Month. They wanted to make sure they were providing the right support to colleagues in the LGBTQ+ community, as well as raising awareness of how all colleagues at IAG Cargo can show allyship to their colleagues in this community.

This was also an opportunity to demonstrate IAG Cargo’s brand value – ‘heartfelt pride’.

Celebrating ‘People not labels’

This campaign highlighted the fact that everyone at IAG Cargo is an individual with their own beliefs and experiences – people should not be associated with labels that reinforce negative stereotypes and biases.

This campaign encouraged colleagues to be themselves and feel proud of who they are. We brought ‘heartfelt pride’ into the conversation, asking colleagues to share what makes them feel proud in an employee chatroom, engage with others’ stories and start conversations that would help everyone understand one another better.

Posters, digital screens and emails were used to engage colleagues with the campaign. And colleagues came together as one united workforce to celebrate Pride and better understand how they can support one another, especially their colleagues in the LGBTQ+ community.

What was the meaningful difference?

The campaign was about more than just celebrating Pride Month – it is helping colleagues better understand one another and creating a greater sense of belonging for LGBTQ+ colleagues all year round.