O2 understood the importance and value of having a diverse and inclusive workforce where people are empowered to be themselves and make a positive impact on the lives of others. They wanted to revisit and reconsider their responsibilities to inclusion through a renewed critical lens and asked us to help create and launch an allyship programme for their employees using their voice to create opportunities for those in underrepresented groups and push the D&I agenda into the everyday from those who have the power to help. 

We created the #TOTALLYO2 campaign with a plan to launch during National Inclusion week. Developing a series of hero videos, visual assets, and other internal communications O2 were able to encourage and support employees to educate themselves in how to be actively inclusive allies to their colleagues. Launching during Covid meant the content and creative needed to work much harder to connect with audiences - an illustrative and more personable look and feel helped to bring to life the 3-pillar framework that underpins allyship at O2 in a more engaging way.

To help the team at O2 become greater allies new learning content was offered via O2’s online learning platform within a dedicated ‘inclusion @ O2’ section. Livestream activities helped to get people more involved with the programme.