The ingredients of an effective and even spectacular campaign are many, but one critical consideration for any promotion must be diversity. In fact, when a marketing or public relations campaign falls flat, many times it’s because diversity and inclusion weren’t part of the equation.
The diversity factor is not simply about creating advertisements or messaging that represent people from a variety of backgrounds. After all, the target audience must be considered, and sometimes that group has very specific characteristics. However, in terms of the people who are developing campaigns, diversity is also necessary. This inclusion helps ensure that promotional activities reflect the society that they are a part of, and avoid offensive references to race, gender, sexual orientation or religion — thereby, increasing the chances that audiences respond to the call to action.