OUR MISSION

Is to provide a clear, practical foundation that any agency can use, regardless of size, structure, or budget.

This is not a badge. This is not a pledge.

At its core, the Charter is a set of promises to be practiced, not just proclaimed.

SIGN THE CHARTER NOW


COMMITMENT
We aim to bring inclusion into the conversation from the very start of a project during briefing, asking who’s represented, who isn’t, and why that matters to the work.

WHY IT MATTERS
If inclusion isn’t considered at the briefing stage, it is often treated as an afterthought. Early conversations help avoid blind spots and set clearer expectations for the work from day one.

WHAT IT HELPS AGENCIES TO DO

  • Raising inclusion as a standard topic of discussion at briefing stage
  • Setting shared intent with clients before strategy or creative begins
  • Reducing reactive changes later in the process

ADVICE FROM AGENCY LEADERS

  • “Consider who is unintentionally excluded from the target audience.”
  • “RFP needs to address priority needs.”
  • “Co-create the client brief.”


COMMITMENT
We strive to use respectful, inclusive language when discussing audiences, casting and creative ideas and to check our work for outdated or insensitive terms before it is shared or published.

WHY IT MATTERS
If inclusion isn’t considered at the briefing stage, it is often treated as an afterthought. Early conversations help avoid blind spots and set clearer expectations for the work from day one.

WHAT IT HELPS AGENCIES TO DO

  • Building confidence in how audiences and communities are referenced
  • Taking care with tone, humour and cultural nuance
  • Normalising language checks as part of the creative process

ADVICE FROM AGENCY LEADERS

  • “Define the vocabulary of ‘inclusivity.”
  • “Politely correct people.”
  • “Make a glossary of inclusive terms and language”

COMMITMENT
We commit to building in moments across the campaign process to pause and question our work, creating space for teams and partners to speak up, challenge stereotypes, and flag concerns before work goes live.


WHY IT MATTERS
Even well-intentioned work benefits from reflection. Regular checkpoints help catch issues early, encourage openness, and support better creative and production decisions before work enters the world.

WHAT IT HELPS AGENCIES TO DO

  • Normalising inclusion checks without slowing creativity
  • Encouraging teams and partners to speak up without fear
  • Identifying potential issues before campaigns are released

ADVICE FROM AGENCY LEADERS

  • “Include all levels + exec to perfect the work”
  • “Describe your advert out loud and see how it lands”
  • “Look beyond visible diversity, e.g. casting”


COMMITMENT
We strive to consider how our strategic insights and ideas might land with different people and communities before creative development begins.

WHY IT MATTERS
Strategy shapes everything that follows. Thinking more openly at this stage helps ensure ideas are built on inclusive foundations rather than relying on creative to do all the work later.

WHAT IT HELPS AGENCIES TO DO

  • Pressure testing insights beyond a single default audience
  • Identifying unintended exclusions before creative is ideated
  • Making openness and inclusion part of strategic rigour

ADVICE FROM AGENCY LEADERS

  • “Discuss tropes earlier in the conversation.”
  • “Go deeper than the demographic audience.”
  • “Think about who is being excluded.”
  • “Think about the diversity that exists in one group/community i.e. families.”


COMMITMENT
We commit to welcoming a mix of voices while ideas are forming whether through diverse internal teams, collaborators, or external input so our creative thinking reflects more than one lived experience.

WHY IT MATTERS
Ideas benefit from challenge. Inviting different perspectives during creative development can unearth varied experiences that lead to more unexpected, original, and resonant ideas while reducing the risk of stereotypes being baked in from the outset.

WHAT IT HELPS AGENCIES TO DO

  • Creating space for constructive challenge during creative development
  • Valuing lived experience alongside creative expertise
  • Strengthening ideas through broader input rather than dilution

ADVICE FROM AGENCY LEADERS

  • “Speak to external organisations.”
  • “Speak to real people.”
  • “Be intentional in key checks, conversations and dialogue”
  • “Plan this into the process, don’t wait until you need something, as there’s never time”


COMMITMENT
We commit to not stopping at simply including diversity in the script. We will bring the work to life with nuance and specificity through casting, art direction, wardrobe, locations, and cultural detail so representation feels considered, credible, and real.

WHY IT MATTERS
Representation without specificity can feel generic or tokenistic. Paying attention to detail helps avoid stereotypes, reflects real lived experience, and ensures diverse characters and worlds are portrayed with authenticity rather than surface-level inclusion.

WHAT IT HELPS AGENCIES TO DO

  • Moving beyond symbolic inclusion toward meaningful representation
  • Applying the same creative rigour to diverse stories as any other work
  • Making thoughtful production choices that add depth, accuracy, and credibility

ADVICE FROM AGENCY LEADERS

  • “Find the right talent and build upon the idea with them”
  • “Create an internal culture that allows for curiosity and conversation”
  • “Deliver actual and exact lived experience, be intentional”


COMMITMENT
We will actively seek opportunities to work with a broad range of suppliers and collaborators. This may involve evolving our approach to the pitching process to ensure we engage a diverse mix of talent. Our aim is not to be tokenistic, but to take a holistic view of who we partner with over time, ensuring we meaningfully support and enable diverse voices.

WHY IT MATTERS
Who makes the work influences how stories are told. Broadening access to opportunities helps challenge existing industry patterns and supports more inclusive creative outcomes.

WHAT IT HELPS AGENCIES TO DO

  • Actively widening creative networks and supplier pools
  • Considering diversity during production decisions not just casting
  • Making inclusive production a practical achievable habit

ADVICE FROM AGENCY LEADERS

  • “Don’t shy away from speaking to a range of partners that champion diversity”
  • “Don’t just stop at one, use as many as possible at the same time for more support.”
  • “Ensure you’re making this commitment across time and productions”


COMMITMENT
We commit to ensuring that when our work goes live, it is shared in ways that are relevant, intentional, and accessible. This includes considering channel choice, formats, accessibility, and relevance to the audiences and stories we’re reflecting.

WHY IT MATTERS
Inclusive creative only delivers impact if people can actually find it, engage with it, and feel it is for them. Thoughtful launch and distribution decisions shape who sees the work, how it lands, and whether it reaches beyond the usual audiences.

WHAT IT HELPS AGENCIES TO DO

  • Aligning with media partners and platforms with the intent of the work
  • Considering accessibility needs (e.g. subtitles, audio description, readable formats) as standard, not optional
  • Sharing work that is truly accessible, not just broadly “visible”

ADVICE FROM AGENCY LEADERS

  • “Look deeper into community interests vs normal demographic targeting”
  • “Be intentional in channel choice, media for the right time, people and place”
  • “Invest in good creative and media partnerships”


COMMITMENT
We aim to reflect real variety in the stories we tell whether within a single campaign or across a brand’s work over time so the breadth of our audiences is meaningfully represented.

WHY IT MATTERS
No single piece of work can represent everyone. Looking across campaigns and brand output over time helps avoid tokenism and supports more authentic, sustained representation.

WHAT IT HELPS AGENCIES TO DO

  • Thinking beyond one-off moments of representation
  • Supporting longer-term inclusion across brand platforms
  • Creating work that reflects the reality of diverse audiences

ADVICE FROM AGENCY LEADERS

  • “Don’t throw too many stories into your work, pick one and make it good”
  • “Depth is important in stories, if you’re just casting then you’ve got to dig deeper”
  • “Take a step back and look at ALL your campaigns, not just the one in front of you”


COMMITMENT
We commit to actively reflecting on diversity and inclusion after each campaign, acknowledging what worked, what could be improved, and how learning can be applied next time. This includes internal reviews and conversations with clients as part of campaign wash-ups.

WHY IT MATTERS
Inclusion is not static. Reviewing audience responses and reactions helps agencies learn, adapt, and improve over time rather than repeating the same approaches.

WHAT IT HELPS AGENCIES TO DO

  • Embedding inclusion into post campaign evaluation
  • Learning from audience response and feedback
  • Continuously improving future work rather than starting from scratch

ADVICE FROM AGENCY LEADERS

  • “Wash up for every campaign, don’t just move on”
  • “Including inclusion specifically in the wash-up, not only about process”
  • “Start each new one, by looking at the old – you’ll have more data by then”