GroupM launches LGBTQI+ campaign as part of a new diversity strategy

Josh McDonnell
By Josh McDonnell | 17 May 2019

GroupM Australia is launching a campaign in support of its LGBTQI+ community as part of its All Means All Diversity & Inclusion strategy.

The internal, staff-facing “We Stand Together” campaign was developed by staff volunteers and advocates, with the initiative launching to all MediaCom, Wavemaker, Mindshare and Essence staff today.

The campaign launched globally last year as part of improving GroupM’s diversity and inclusion (D&I) strategy and bring it to life across the business.

It consists of five key areas, PrideM, CultureM, EnableM, GenerationM and GenderM, each directed at a different element of D&I.

The areas are staffed by volunteer committees across GroupM agencies who work with GroupM’s HR and Talent Teams and senior leadership to drive change across the entire organisation.

“We’re celebrating the International Day Against Homophobia, Biphobia, Intersexism & Transphobia (IDAHOBIT). This is a day we shouldn’t need, however research by Diversity Council Australia suggests there is still much work required to end discrimination in the workplace," GroupM ANZ CEO Mark Lollback says.

"Therefore, we must continue to reinforce that discrimination of any kind is not tolerated, and to lead the movement from acceptance to inclusion for our people.

“I never fail to be impressed that when our people are given an opportunity to come together with a purpose, they do brilliant things. All Means All is led by our people, and that ownership means it’s authentic and reflects the culture our teams are creating within GroupM.”

The campaign has resulted in events celebrating diversity, initiatives expanding the inclusiveness of GroupM’s workplaces, and changes to policies and people-focused strategies, all designed to future-proof the business and inspire excellence.

Staff are encouraged to adopt “We Stand Together” assets across social media to mark the occasion, and visibly demonstrate their ongoing support with GroupM branded rainbow stickers that are being distributed to staff in all GroupM agencies in Melbourne, Sydney, Adelaide and Perth.

GroupM is also hosting a charity Bake Off, with each Sydney and Melbourne agency baking an inclusion cake, which will be sold off at an auction attended by media partners to raise funds for a local charity that supports the LGBTQI+ community.

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