Does inclusion drive effectiveness? /

Ahead of a new report into the link between effectiveness and inclusive marketing, Contagious asked Creative Equals founder Ali Hanan to highlight any notable trends in campaigns that have won awards specifically for effectiveness. The CE team analysed winners from the recent Effie UK awards to show that marketing still has the power to do good while driving growth.

Hanan told Contagious, ‘The most interesting trend we found was in naming taboos or difficult truths to normalise them. As it turns out, delivering social impact, removing stigma and fostering understanding is driving effectiveness.

‘We’ve cherry-picked a few standout campaigns from the Effie UK finalists and winners that demonstrate how acknowledging previously unspoken truths can win socially and commercially. Inclusive campaigns, highlighting underserved audiences and their lived realities, are proving to be powerful catalysts – for society and business.’

McCain / We Are Family

McCain's We Are Family, a decade-long-campaign, took a hard look at the homogeneous portrayal of families in media. With 84% of consumers unable to recall seeing families like theirs represented, McCain saw an opportunity. They committed to authentically showcasing the rich tapestry of British family life. Starting with physical diversity and later embracing differing opinions and values, the campaign celebrated the full breadth of modern family configurations: blended families, multigenerational families, single parent families and more. This sparked meaningful conversations, shifted public perceptions and forged strong emotional connections with underserved audiences. The payoff was substantial: a 56% surge in sales and a 32% boost in gross profit.’

Boots / The Menopause Monologues

‘Addressing the often overlooked experiences of menopausal women over 45, Boots launched The Menopause Monologues. This initiative featured real women candidly sharing their menopause journeys. Through collaborations, including the Boots Bus partnership with ITV, the campaign provided live, personalised advice, steering clear of stereotypes and offering practical support. By tackling healthcare inequalities and addressing the myriad menopause symptoms, Boots co-created products with 4,000 women and the University of Manchester. The outcomes were impressive: a significant uptick in sales, increased store footfall, and, most importantly, a jump from 21% to 72% in viewers recognising their own menopause symptoms.’

Ford / Make It Visible

‘Ford's Make It Visible campaign confronted the silent crisis of mental health within the construction industry – a sector where a ‘macho’ culture often deters individuals from seeking help. Partnering with the Lighthouse Construction Industry Charity, Ford introduced ‘Higher-viz’ safety vests to identify on-site mental health counsellors, making support as visible as physical safety measures. A nationwide site tour brought Mental Health First Aiders directly to workers, ensuring accessibility. By engaging over 800 trade organisations, the #MakeItVisible programme reached thousands of workers, embedding mental health support into standard site safety protocols and saving lives.

These campaigns underscore a pivotal insight: when brands courageously address unspoken truths and champion inclusivity, they don't just contribute positively to society, they also unlock avenues for substantial business growth.’

The full Effie UK/Creative Equals Does Inclusion Drive Effectiveness? report will be launched at RISE in London on 15 May, focusing on Marketing For Good and For Growth. Buy tickets and see the full agenda here.

Contagious readers can use the code CE20 to snag a discount on their tickets.

Link to tickets here.