NAILED IT! ‘A NEW BEGINNING’

Welcome to Nailed It!, a regular blog series focussing on examples of excellence in values-based messaging. Each blog post will focus on one of the main categories of helpful values – Universalism, Benevolence and Self-Direction. They come from not for profit organisations, political campaigns, governments and private companies.

We hope our examples provide useful inspiration for your own messages and narrative development. For more on values based messaging you can check out our Resources page or this quick introduction.

A new beginning: Indeed UK

The issues: Trans Justice, Gender Equity

This example comes from: Indeed (a UK recruitment website)

The strategic context: “We wanted to use this spot to get people within the world of work who don’t understand the importance of gender pronouns to see that pronouns are core to a person’s identity and should be celebrated,” Indeed.com wrote. No doubt they were also keen to promote their brand in a sympathetic way.

The values it’s priming are: Universalism [Broadminded], Self Direction [Freedom]

What we love about it: In its use of storytelling the video makes compelling content, drawing the viewer in with the relatable experience of being nervous before a job interview. The actor does a great job of portraying a range of emotions with barely any words. The video provides a concrete action, and the tagline ‘We can’t show what we can do until we can show up as who we are’ primes Self Direction, a powerful and sometimes overlooked value.