With more conversations around inclusion in the ad industry, Ad Age is taking a look at how those discussions actualize in terms of policy and content creation. Diverse content, creator training programs and art exhibits are just some of the ways brands and agencies are working to make visible change. See five recent efforts below.
Special Report: Creativity Top 5
Top 5 diversity, equity and inclusion efforts to know about right now
See campaigns from Nike, Netflix, AMC Networks and more
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Hair products brand Hair Proud's A Cut Above program offers haircare for homeless young adults.
Credit:
Hair Proud
An AI-devised photography exhibit, using mental images from four visually impaired models, premiered last month at the Parisian art gallery Atelier 13 Sévigné.
Optic 2000, an online optician service, partnered with Parisian agency Australie.GAD and photographer Marc Da Cunha Lopes to bring the campaign to life. Each participant spoke with the photographer, sharing meaningful memories of their lives through mental images. The memories, which have never been captured on film, were reimagined as photographs.
The campaign was developed to raise awareness about the causes of visual impairments, with the proceeds going to the Valentin Hauÿ Association, offering sports and cultural activities for the visually impaired and blind.
4. AMC Networks' ‘Thick Skin’
Kim Granito, head of marketing for AMC Networks at SeeHer SheFront
Credit:
SeeHer
AMC will be releasing a four-part documentary next month called “Thick Skin,” in an effort to destigmatize the conversation around obesity.
On April 25, at the SeeHer SheFront—an upfront held by female advocacy organization SeeHer—Kim Granito, head of marketing for AMC Networks, discussed the series, which premiered at Sundance Film Festival. The documentary was created through AMC’s brand studio, Content Room, which works with a collective of creatives.
“The results that we've seen by curating the right people to tell these stories has been really incredible,” said Granito.
More SheFront news: AI and representation
3. Nike x Dick’s Sporting Goods
Nike and Dick’s Sporting Goods teamed up last year to reenvision community basketball courts as a shared, safe space for young female hoopers. This April, they released a promotional video detailing the success of the campaign.
The “It’s Her Shot” campaign was initially launched in 2021 as a Venice, California street-court takeover designed for girls who love to ball. Created by, Motive, Dick's Sporting Goods agency, and OBE, Nike’s agency, this iteration of the effort takes place across six U.S. cities: Los Angeles, New York, Chicago, Dallas, Minneapolis and Washington. Participants took part in shooting contests, open court play, giveaways, grants to community groups and meet-and-greets with WNBA greats Lisa Leslie and Seimone Augusts.
2. Netflix
Credit:
Bloomberg
Looking at Netflix U.S. films and series from 2020-2021, Netflix conducted a study with the USC Annenberg Inclusion Initiative, which found that the streaming service had made strides in gender and racial equity across the company.
Netflix published the findings of the study in April, highlighting increased representation of people of color in leading roles, women in leading roles and women working behind the camera. The streaming platform also announced the creation of five new creative training programs, including two in the U.S. and three abroad.
1. Hair Proud
Last week, Hair Proud—the latest collection by I am Proud beauty company, following the release of the vegan skincare brand Skin Proud—launched a free haircare program for homeless young adults in New York City.
With 4.2 million young adults currently experiencing homelessness in the U.S., Hair Proud has partnered with nonprofit organizations StandUp For Kids and New Alternatives to bring “A Cut Above” to the Big Apple, after its activation in seven other markets. Young adults from homeless shelters across the city arrived at Barba Grooming Boutique in Chelsea for haircare and styling.
“Hair Proud was created for everybody—no matter your hair texture, type, length or color, with a commitment to keeping our price point accessible and quality high. Our mission to empower our community is inclusive to all, and hope A Cut Above is a step towards instilling self-confidence in youths experiencing homelessness,” said Nora Zukauskaite, global marketing director at I am Proud, in a statement.
