THE CHALLENGE
Virgin Atlantic is recognised as the most inclusive airline in the skies. When they re-wrote their gender identity policy to allow employees to choose the uniform that best reflects their identity, and introduced pronoun badges, gender-neutral ticketing systems, and mandatory inclusivity training, we were engaged to create content that would support these initiatives and raise awareness.
THE STRATEGY
Our strategy involved creating an impactful behind-the-scenes, earned-first film to showcase these significant changes. By incorporating powerful messaging and featuring voices of those most affected, alongside celebrities and influencers to maximise awareness, our content achieved broad appeal and visibility across social, earned, and owned media platforms.
THE CREATIVE
Our creative stood tall alongside all of Virgin Atlantic’s rich content, with a running “red thread” and the famous Virgin Atlantic flair. Our talking heads were impactful and poignant, and each person looked amazing and felt powerful in their chosen uniform. Our incredible talent including Michelle Visage, some perfectly selected influencers and the wonderful LGBTQ+ Virgin Atlantic staff spoke passionately and emphatically about why the policy update is so important. They took absolute delight in walking the runway whilst dancing and celebrating, expressing their elation for the policy and their confidence in being able to present exactly as they truly are. All in their chosen uniforms and supported by dancers, lights, and a perfectly red runway.
THE RESULTS
– Within just two days the story had gone viral, reaching over 3.4 million on social, generating 2.2 million engagements and an average engagement rate of 4.1%. We trended on Twitter and even got the seal of approval from non-binary icon and singer, Sam Smith, who shared the story on their Instagram twice.
– Post campaign, Virgin Atlantic saw an 10% increase in colleagues saying they felt ‘included at work’ and an 11% increase in agreement that Virgin Atlantic is a brand that ‘encourages employees to be their true selves at work’.
– And since the campaign went live, job applications to Virgin Atlantic have doubled.
– Post the campaign, Virgin Atlantic saw increases in key image statements including:
– 22% increase in being seen as an ‘inclusive’ airline.
– 13% increase in being seen as an airline for ‘someone like me’.
– 15% increase in being seen as an airline with a purpose, that’s trying to make people’s lives better.
