Overview

ROI Communication partnered with Avery Dennison to drive employee awareness of the company’s commitment to gender diversity and build manager support for diversity goals and action plans.

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Need

With gender diversity as a key focus for the company, Avery Dennison established a Diversity Council, set ambitious diversity goals and invested in several work streams to address unconscious bias, promote workplace flexibility and support career development for women. The company now needed a unified way to talk about its diversity and inclusion efforts, and inspire leaders, managers and employees to take action.

Strategy

We started first by designing an overall look and feel for Avery Dennison’s diversity efforts that complemented the corporate brand, but was distinct and specific to the unique goals of the diversity campaign. Next, we developed a strong messaging platform to articulate the business case for the initiative as well as showcase the commitments the company had made. From inspiring videos to a quick read booklet to straightforward FAQs, the integrated approach helped to tell a unified, holistic story about Avery Dennison’s unwavering commitment to diversity and to inspire new behaviors

Tagline • Visual Identity • Message Platform • FAQs • Executive Messages • Diversity at Avery Dennison Booklet • Women.Empowered. video • Diversity at Avery Dennison Video

Result

Avery Dennison launched the campaign globally on International Women’s Day, with very positive feedback from managers and employees. Each campaign element has been rolled out strategically over a series of months, to keep the campaign fresh and to provide ongoing reinforcement. Most recently, the diversity booklet was shared with leaders at the company’s bi-annual HR Summit to help spark dialogue about creating an inclusive work environment.

“ROI Communication is a valuable partner who helped bring our diversity efforts to life. We’re committed to making Avery Dennison a great place to work for everyone and these materials will educate and inspire our employees to ‘Be Different. Be You.’”

 – Anne Ceruti, Vice President, Corporate Human Resources, Avery Dennison