THE CHALLENGE
To cement Virgin Atlantic’s position as the most inclusive airline in the skies, we listened to its people, ripped up the (Vivienne Westwood designed) uniform rule book and re-wrote its gender identity policy offering its people the option to choose the uniform they identified with most and also introduced pronoun badges, gender neutral ticketing systems and mandatory inclusivity training for its people.
THE IDEA
We announced it to the world with an inclusive, stylised fashion forward ‘runway on a runway’ content campaign, fronted by Drag Race sensation, mother to a non-binary child and LGBTQ+ ally, Michelle Visage, alongside Virgin Atlantic’s people, LGBTQ+ influencers, trans and non-binary pilots and crew, punchy media relations and a sprinkling of Virgin flair.
We captured content designed to bring Virgin Atlantic’s brand platform of ‘See The World Differently’ to life and honour the brand’s heritage of challenging the status quo – building an emotional connection through telling the stories of the real crew members positively impacted by the change.
An inclusive influencer programme spread the world on social, while paid media complemented the campaign.
