A ‘hero’ or ‘umbrella’ brand that coalesces around the central theme of equality and unifies the protected characteristics. The identity needed to be attention-grabbing and positive - demonstrating and celebrating the progress made today; without ignoring the steps yet to be made.
It should raise and grow public awareness support for the vital equality laws through a communications campaign on Social Media.
The Equality Act 2010 (EA10) legally protects people from discrimination in the workplace and wider society based on any of the nine protected characteristics identified by UK law:
- Gender reassignment
- Religion or belief
- Sexual orientation
- Marriage and civil partnership
- Pregnancy and maternity
The tenth anniversary of the Act is a key opportunity to engage and inform public audiences on all that the UK has achieved on equality so far and to celebrate the continued progress.