2022 UK Young Lions Winners Havas Lynx Group Develop Campaign for All In Census

The advertising industry’s inclusion initiative, All In, led by the Advertising Association, the IPA and ISBA, has launched a new campaign created by 2022 UK Young Lions winners, James Danson, art director, Havas Lynx Group and Glenn Scholefield, copywriter, TBWA\MCR, to promote participation in the second All In Census on March 15th. The winning creative campaign depicts a hard-hitting work schedule featuring instances which highlight common discriminatory behaviour in the workplace. 

The All In team is using the award-winning work from the 2022 UK Young Lions competition in social media channels, printed posters and digital Out Of Home to build awareness of the All In Census. Since winning the competition, the work has been further developed by James and Glenn alongside Havas Lynx Group, consulting with the agency’s ERG and ED&I network to ensure the micro aggressions were accurate. Media space has been donated by owners such as JCDecaux and Ocean Outdoor, and planned by Out of Home specialist agency, Talon, with support from Propeller Group.

Sharon Lloyd Barnes, commercial director and inclusion lead, Advertising Association said, “This powerful campaign created by James and Glenn, 2022 Young Lions winners, gives real, uncomfortable insights into the lived experience of some of our industry colleagues right now. It brilliantly brings some of the All In findings to life in an emotive way and highlights the critical need for everyone working in advertising and marketing to fill in the All In Census on March 15th. We hope it helps encourage the broadest participation possible to help continue to build a workplace where everyone feels they belong.” 

James Danson, art director, Havas Lynx Group said, “Since winning the UK Young Lions competition in 2022, the campaign has received an overwhelming response from people who can relate to the existing narratives. Being able to refine and expand upon the creative in collaboration with our ED&I group has been an enriching experience, resulting in work that is broadly relatable and authentic. Seeing the campaign take on a life of its own, being used to officially promote the census is hugely rewarding and will hopefully play a part in improving the inclusivity of our industry, making it a place where all who work within it feel they belong.” 

Countdown to the All In Census continues

On March 15, every individual advertising and marketing services professional working in the UK will be asked to spend around 15 minutes sharing census-style data in a confidential and independent study conducted by Kantar. This year’s All In Census will feature specific questions on retention in the advertising industry as well as new questions to gain a deeper understanding of topics such as hybrid working. As before, an added incentive to encourage teams and colleagues to take part is that member companies who reach a certain level of responses can also receive their own set of aggregated data.

The first All In Census took place during the March 2021 lockdown and was supported by over 16,000 people working in UK advertising and marketing services, across brands, agencies, media owners and tech companies. The richness of the data helped build the most detailed understanding yet of the industry’s make-up and shaped the All In Action Plan, a series of nine actions which companies across the industry are encouraged to implement. 

Applications to become an All In Champion are ongoing and now require companies to submit evidence against all nine actions. Companies can submit their application form online. 

All the winners of the 2022 UK Young Lions competition can be seen here. Registrations to take part in the 2023 UK Young Lions competition are open until March 9th – more details here.