The Diversity Standards Collective Launches “Just Ask” OOH Campaign

“Will your campaign resonate or irritate?”

The Diversity Standards Collective launches “Just Ask” OOH Campaign

A new industry-focused ad campaign is breaking this week, aiming to help agencies and brands make more inclusive work.

Created by the Diversity Standards Collective, a research business specializing in connecting agencies and clients with diverse, intersectional communities, and called “Just Ask,” the OOH and DOOH ads will appear around London in media-land hotspots, targeting key decision-makers and industry folk and challenging them with questions they should be asking to ensure their ads are inclusive and authentic to the communities they are trying to reach.

For example, one ad says: “Have you made a cultural insight or a stereotypical oversight?” or “Will your campaign resonate or irritate?”

The campaign also launches the DSC’s Community Safety Check System – a new quick and easy, cost-effective way to tap into the DCS’s substantial global network of more than 10,000 identities, which includes advertising professionals and consumers from including LGBTQIA+, Ethnicity, Religion, Disability, Socioeconomic Class, Age, and Gender and ask them the key questions they need to answer to ensure their campaigns are culturally inclusive and making it easier to speak to diverse communities.

Matt Reischauer, Marketing Director, McDonald’s UK & Ireland: “We welcome people from all walks of life into our restaurants, so at McDonald’s, when we represent any of these diverse communities in our work, we must represent them in the most authentic way possible. We’ve worked with The DSC over the last year to help connect personally with members of these many communities…our work is stronger because of it.”

Rich Miles, CEO of the Diversity Standards Collective, said: “We are excited to launch our first OOH campaign in partnership with JCDecaux, aimed at encouraging advertisers and brands to test their creative work with our diverse Collective. We recognize, having worked with brands over the past four years, that a huge amount of money has been wasted due to a fear of asking the right questions to the right people – we are delighted to offer a cost-efficient way of getting it right the first time every time.”