DHL

During Pride month, it’s not uncommon for brands to jump on the bandwagon of “rainbow capitalism”, flying the flag on social media and swapping out their corporate logo for an exciting rainbow version.

Understanding Pride month and everything it encapsulates is about much more than just changing your profile picture. That’s where DHL want to make a difference.

As part of DHL’s ongoing global commitment to creating an inclusive and equal workplace where every employee feels seen, heard and safe to be themselves – DHL proudly shows their solidarity by supporting and celebrating Pride month.

To support LGBTQ+ identities and communities and raise awareness of issues, DHL wanted to educate their employees on how to show solidarity, embrace diversity and practice inclusivity.

We created a weekly suite of communications that rolled out across the month, included posters, infographics, social posts, educational articles, a guide to allyship and a wrap-up video.

With DHL’s global workforce, there are many cultural differences that needed to be considered. To provide everyone with appropriate communications, we provided two creative treatments – one that used a softer approach and another that embraced a bolder creative option.

This meant the campaign could be rolled out to everyone, receiving excellent engagement and uptake across the globe.