Runway on a runway.
This content-led campaign announced Virgin Atlantic’s updated gender identity policy.
The update removes requirements for the airline’s people to wear gendered uniforms, an introduction of optional pronoun badges for staff and customers, and the roll out of mandatory inclusivity training for its people.
Fronted by LGBTQ+ icon Michelle Visage, activists, trailblazers and Virgin Atlantic’s people, the stylised ‘runway on a runway’ fashion shoot film supported consumer research which revealed that enabling employees to express their true selves at work boosts happiness by 65% and increases mental wellbeing by 49%.
Creative comms agency Tin Man devised and delivered the earned media campaign, with content created by the agency’s production company, Oh My! and Lucky Generals delivered the content for paid channels.
The announcement dominated headlines with more than 300 pieces of coverage in just two days landing in the likes of The Times, Daily Telegraph, ITV, UNILAD and New York Post (to name just a few), trended on Twitter, resulted in 3.4 billion impressions and the seal of approval from non-binary singer, Sam Smith, who shared the content on their channels twice.
Elly Kestenbaum, partner at Tin Man said, “The Virgin Atlantic brand is iconic, as is the Vivienne Westwood designed uniform. It’s been a joy and a pleasure to work with the integrated team at Virgin Atlantic and Lucky Generals to build on previous policy updates and go live with this industry leading announcement. The integrated nature of the campaign across earned, owned, shared and paid channels has paid off, and we’ve seen important conversations about inclusivity ignited everywhere.”
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