Building a culture where everyone is heard, seen and respected was the cornerstone of developing an integrated Pride Month campaign that brought forward the LGBTQ+-friendly workplace, Citizens' Pride BRG, and the way we celebrated and acknowledged Pride Month in 2021.

Our strategy included incorporating our colleagues to share our culture message both internally and externally with a robust content strategy and distribution plan. Our month-long program of content included driving awareness of Citizens culture of inclusivity with specific proof points, building engagement and education through BRG and DE&I-sponsored events for colleagues, amplifying colleague stories through video, and providing colleagues and BRG members a Citizens branded Facebook frame to showcase their support. Distribution channels ranged from digital signage in retail branches, paid media, website, social media, intranet, email and employer brand marketing website.

The program got Citizens colleagues talking; everyone really loved the vibrant creative and seeing their peers in the work. We also saw success externally in the performance metrics and reputation drivers.

A version of the video was developed that removed Pride Month mentions and was promoted externally in the second half of the year kicking off with the LGBTQ+ observance days and running as always-on through the end of the year.