Women with Bottle
It’s no secret that manufacturing isn’t the most diverse of industries. Encirc, with its 1,500 people working across three European sites, was very aware of this fact within its own business, too.
The company wanted to address the issue head-on, to show that it’s a welcoming environment for everyone. Fostering and promoting a culture of equality, diversity and inclusivity (EDI) was key.
The initial focus was boosting gender equality across the business and our brief was to highlight this to both staff and customers on International Women’s Day and beyond.
To kick off the inclusivity story, Tangerine worked with Encirc with a new charter to boost gender diversity. Tangerine designed an aspirational and confident look and feel for the charter, which was signed by all members of Encirc’s executive.
The campaign came to life through the genuine stories of two women at Encirc, to help inspire others to consider manufacturing as a viable career choice. Through filmed interviews and factory tours with both employees, we captured how they truly felt about their roles and got their unfiltered views on why more women should come into the sector.
To leverage the wider agenda and maximise relevancy, the campaign was publicly launched on International Women’s Day 2020. Video and still testimonial content was distributed on social media (primarily on Instagram and Twitter), targeted at women aged 20-40 in North West England and Northern Ireland, and tailored to suit each platform. The posts were designed to grab attention and highlight Encirc as an inclusive employer, encouraging audiences to find out more with links through to Encirc’s careers page.
Alongside this, a PR campaign promoting the charter and the Women with Bottle campaign was launched on International Women’s Day, with thought leadership articles secured in packaging media and a news release issued to local and trade press alongside a media package of visual assets and a pdf of the designed Charter.
Four blogs were written to showcase the lives of inspirational women throughout history who had a major impact on manufacturing and engineering. These were posted to all employees via the internal platform.
Content reached more than 200,000 targeted individuals on social media
7 pieces of coverage in trade and local press
Accounts Reached with content: 80,000+
Post engagements: 3,700+
Link clicks: 250+
Link Clicks: 270+
Video views: 26,100+