How we turned BAT Ukraine's inclusive practices into a tool for reputational leadership
How we turned BAT Ukraine's inclusive practices into a tool for reputational leadership
Our client
BAT Ukraine (British American Tobacco) is one of the largest FMCG players in the Ukrainian and international markets. One of the company's core values is Truly Inclusive. BAT Ukraine has been building a culture of equality internally for years–ranging from systemic employee support programs to the implementation of best inclusive practices.
Request to Good Politics
To develop and implement a communication strategy that highlights BAT Ukraine's leadership in promoting the values of inclusivity in the labor market and motivates Ukrainian businesses to adopt new inclusive solutions. Good Politics delivered each of its projects using its proprietary methodology - STEER.
Preparation Phase
We identified key focus areas that enabled a systematic approach to implementing the communication strategy and effective progress toward the set goal.
ScanMarket Analysis
The analysis revealed a significant gap between the awareness of inclusivity's importance and the understanding of its real meaning. While 77% of Ukrainians consider diversity important, 66% still view accessibility as a purely abstract category.
TargetThe insight we found
We realized that Ukrainians are already convinced of the importance of inclusivity and do not need more arguments for "why." What they lack is an answer to "how": what accessibility looks like in real work situations and how to make it a daily practice.
EngineerOur Solution
After evaluating the data, we decided to launch an interactive digital resource that allows businesses and employees to assess their own level of inclusivity, learn to recognize (non-)inclusive practices, and act appropriately in everyday work situations.
Implementation Phase
001Created the "Inclusivity compass" digital platform
We decided to implement the strategy through the "Inclusivity Compass" online platform, centered around an interactive Inclusive IQ test. After completing the test, users receive a certificate with their score and personalized recommendations, as well as access to BAT Ukraine's practical case studies and solutions.
002Launched a targeted social media campaign
To rapidly engage the audience, we created a series of static and video creatives featuring key messages for employees and employers, with a call to interact with the platform.
003Partnered with job search platforms
We brought the project directly to where businesses look for talent and people search for jobs. We partnered with platforms such as Work.ua, OLX Robota, and Happy Monday, launching an online campaign featuring a series of articles about the platform alongside project video banners.
004Managed BAT Ukraine’s internal communications
We also rolled out a series of newsletters and internal materials, turning BAT Ukraine employees into the project's primary brand ambassadors.
005Engaged digital media
Press releases, news updates, and interviews across the country’s leading media outlets served as another vital tool in building trust in the resource and expanding its reach.
Results evaluation phase
total target audience reach
visits to the "Inclusivity Compass" platform
Ukrainian companies and organizations joined the testing
people completed the test on the "Inclusivity Compass" platform.
Client reviewThank you for your expertise, dedication, and shared commitment to positive change. It's especially valuable to work with people who not only have deep knowledge, but also genuinely believe in what they do.
Nataliia Tsuman
Communication expert
BAT Ukraine
Клієнт з 2024 року
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