Building Inclusion
The client
Brico Dépôt is a chain of home improvement stores that sells furnitures and construction materials to heavy DIYers and professionals.
The project: A social media campaign to celebrate Pride Month
Geography: Spain & Portugal
Awards: European Diversity Awards - Marketing Campaign of the Year
The issue
LGBTI+ people who works in the construction industry feel a bigger pressure to stay in the closet, fearing a real danger of being bullied, excluded or even loosing their job.
The insight
Construction works are always full of safety signages, but there are no signages to show the dangers for LGBTI+ workers.
The creative idea
We created the first safety signage for LGBTI+ people in construction works, we put it in our offices and stores first and then we gave it away to our customers to hang them in their workplace. Along with other signages which were highlighting the problems.
Starting from the inside
As we grew passionate about this campaign, we did not want it to be just another marketing campaign without any real commitment to make a change. So we decided to start from within, activating the HR department to involve Brico Dépôt employees, to hear what they had to say about inclusion in their working environment and getting them on board with the campaign with their ideas, words and faces.
From awareness to education
A part from hanging the signages, how could we make a step forward for creating a safe space both in our offices and stores and in the construction works of our customers? To answer this question, we felt like we needed the help of some expert. This is why we collaborated with FELGTB (the federation of LGBTI+ Spanish organizations) to create a decalogue of good practices, and we made it physically available in our stores and digitally by scanning the QR code on our signage.
