NEWS9 June 2022

All In campaign to focus on mental health, LGBTQ+ and disabilities

Inclusion Media News People UK Wellbeing

UK – The advertising industry’s ‘All In’ action plan to build inclusive workplaces will focus on mental health, LGBTQ+ and physical disability as its next three actions.


All In is run by the Advertising Association, Institute of Practitioners in Advertising (IPA) and the Incorporated Society of British Advertisers (Isba), and the campaign developed the three actions with the AA’s Inclusion Working Group, industry groups NABS and Outvertising and industry professionals with relevant lived experience.

The areas for action for mental health include companies donating and signposting to NABS, the advertising and media industry’s wellbeing charity.

All In said that its census data found one in five of those with mental health conditions are likely to leave their company due to a lack of inclusion, and less than half ( 42%) have made their company aware of their condition.

For LGBTQ+ talent, companies are asked to welcome the use of gender pronouns in their organisations.

According to the All In Census, 45% of LGBTQ+ people reported stress/anxiety compared to a 31% industry average, with a fifth of LGBTQ+ people reporting they had been made to feel uncomfortable in the workplace.

For improving the experience of disabled talent in the industry, companies are asked to use an accessible premises checklist.

All In said its census showed that 43% of physically disabled people believe their company could offer more support in dealing with their health condition.

Other actions that are part of the All In action plan include improving the experience and representation of women, black and Asian talent, disabled talent, working class talent and older talent.

Kathryn Jacob, chair at the Inclusion Working Group and chief executive at Pearl & Dean, said: “As we announce the next three All In actions, every company has a dedicated road map to change at their fingertips.

“All In Champion status is something all organisations in our advertising community should strive for to demonstrate they are serious about their commitments to building a workplace where everyone belongs.”

Sue Todd, chief executive at NABS and chair at the Mental Health Working Group, said: “A quarter of all calls to NABS’ Advice Line now relate to mental health. It’s an important issue in our industry that needs our united effort and that’s why we’re teaming up with All In on their mental health action plan.

“Our collective ability to sustain and advocate for positive mental health is core to NABS’ offer and the continued growth of our sector.”

Mark Runacus, joint chief executive at Outvertising and chair at the LGBTQ+ Working Group, said: “By welcoming and encouraging the use of pronouns, employers can help LGBTQ+ employees bring their full authentic selves to the workplace and strongly signal the importance of inclusion for everyone.

“We believe that in doing this we’ll all be more creative, more innovative, and more productive.”

Danny Josephs, client partner at MFUSE and chair at the Disability Working Group, said: “Having addressed the need to make the industry’s websites accessible, now we turn to the real front doors.

“Over 6 million of us have mobility issues yet just 27% of offices are wheelchair accessible. All we want is a level playing field. Quite literally.”