08.11.2024
How We Are Authentically Walking the DEI Talk - and How You Can Too.
Think Global, Act Local: Landing Successful International Media Campaigns.
As Intersectionality Awareness Month comes to a close, it’s the perfect time to reflect on what this concept means in our work. First coined by Kimberlé Crenshaw in 1989, intersectionality acknowledges that different aspects of a person’s identity—like race, gender, sexual orientation, disability and class—overlap, making everyone’s experiences unique. For us in communications and marketing, understanding intersectionality is crucial. It helps us see the diverse challenges people face and emphasizes the need to create content, campaigns, and experiences that truly include everyone.
To wrap up the month, we asked our colleagues how they bring intersectionality into their work. Here’s what they shared:
Client Experience
As a client account lead, what role does intersectionality play in developing effective account strategies?
Embracing intersectionality is key to crafting strategies that work. When we consider the diverse identities of the audiences we want to reach, we’re able to create authentic messaging, address potential biases, and come up with inclusive solutions that really resonate. This approach not only strengthens our strategies but also builds trust and drives meaningful engagement in the campaigns and programs we develop.
—Meghann Johnson, Executive Vice President, North America Corporate Operations Lead
Why is it important to embrace intersectionality when building and managing teams?
Creating authentic campaigns that connect with our clients’ audiences—and protect their brands—starts with embracing intersectionality within our own teams. It’s crucial to deeply understand our clients’ target audiences and to build teams that share similar backgrounds and experiences, along with the right skills and expertise.
When people with similar perspectives and lived experiences develop campaigns, we’re better equipped to predict how the work will be received and to make adjustments along the way to keep it real and authentic.
—Shannon McGovern, Executive Vice President, Client Experience
Creative
How do you incorporate different perspectives and identities into your creative process?
Our creative process is built on a collaborative, cross-functional model that brings people from across our agency into the mix. This approach fosters an open and inclusive environment, where we can lean on the diverse viewpoints, expertise, and personalities within our team—from ideation to execution.
—Jeff Leaf, Executive Creative Director
Can you share a project where understanding intersectionality led to a more inclusive and impactful creative outcome?
Honestly, this is just how we do things. All our work reflects this process.
—Jeff Leaf, Executive Creative Director
Health
How do you ensure that health communications and campaigns include various identities and experiences?
In healthcare, it’s vital to see patients and their caregivers as people first—people living with, or helping someone live with, a disease. Our job is to guide and educate them on managing the impact of their illness, but we have to do it within the context of their individuality. We can’t assume how they’re living with their disease, so our programming—from language to where and how we engage—has to be inclusive and acknowledge them as unique individuals.
—Stephanie Shelton, Executive Vice President, Healthcare Communications
Can you share an example where keeping intersectionality in mind helped you reach a specific audience?
Absolutely. In a recent project, we focused on a disease that often affects women. While past efforts mainly targeted white women, we knew the affected population was much broader and more diverse. After some research, we’re now working to engage a more diverse group of influencers—across race, age, and gender—to connect with a wider audience. We’re still in the early stages, but we know that hearing from people who are similar can make a big difference in health communications.
—Alice G. Walton, Ph.D., Vice President, Scientific Communications
Influencer Marketing
How do you ensure that the influencers you work with represent a diverse range of identities?
At Current Global, our inclusive and accessible values touch every part of our business, especially our influencer practice. Influencer marketing is all about building community, which is why we make sure our programs are inclusive and truly representative.
We use an art-and-science approach to curate a diverse list of brand-right creators, considering a broad spectrum of identities—age, ability, sexual orientation, socio-economic background, and more. We prioritize authenticity and select influencers who genuinely reflect our brand’s target audience. Ongoing education on diversity, equity, and inclusion keeps us from falling into bias traps, and we hold ourselves accountable with measurable diversity goals. Being self-reflective, nimble, and honest is key—always asking ourselves and our clients, “How can we do better?”
—Rachel Coldren, Manager, Influence
Can you give an example of a campaign where intersectionality played a key role in selecting and collaborating with influencers?
In a recent campaign with Real Madrid for our long-standing client, Abbott, intersectionality was a major focus. We partnered with a diverse group of Hispanic and non-Hispanic influencers who varied in age, gender, and nationality, as well as in their lived experiences. This approach allowed us to authentically connect with different segments within the soccer-loving health community, driving relevance and resonance for Abbott to tell a more vibrant story.
—Rachel Coldren, Manager, Influence
Integrated Media
How do you consider the diverse identities of target audiences when planning media strategy or placements?
I draw from my experiences as a Filipino-American woman, raised with Eastern values in a Western country. I think about how things were communicated to me—what worked, what could have been better—and apply that to my work. I constantly remind myself that everyone consumes and processes information differently. So, media lists are extensive, and each conversation with a reporter is unique. I also make sure that language is inclusive, whether we’re talking about whiskey, a coffee machine, or a honey BBQ-scented lip gloss. The language should appeal to anyone who enjoys a fresh cup of coffee or someone looking to spice up their makeup routine.
—Josephine Bonnie Mallari, Senior Manager, Media Relations
Project Management
How do you manage project teams with an awareness of the diverse identities and perspectives within the group?
Managing teams with awareness means leaning into soft skills like open communication and regular check-ins to ensure all voices are heard. Fostering a culture of respect and understanding encourages collaboration, which bridges gaps between perspectives and helps achieve shared goals. It’s all about making sure everyone feels valued and included in the process.
—Annie Flowers, Project Manager
Discover how we create inclusive communications that ignite meaningful connections and ensure equitable experiences for all. To connect and collaborate, email us at hello@currentglobal.com.
We thrive on solving the toughest business and brand challenges. We’d love to discuss how we can help you ignite your spark.
hello@currentglobal.com