Client: Crisis UK
Industry: Nonprofit (Homelessness Prevention)
Challenge: Ensuring authentic and inclusive representation of race and ethnicity across communications.

Client Overview

Crisis UK is a leading charity dedicated to ending homelessness. With a diverse group of members, supporters, and staff, the organisation recognised the importance of authentically representing race and ethnicity in its communications to foster inclusivity and trust.

Challenges

1. Inconsistent Messaging: Communications lacked a unified approach to inclusivity, leading to varying representations of diversity.
2. Unclear Guidelines: Teams needed concrete standards for ensuring authentic and respectful portrayals.
3. Scaling Issues: Ensuring consistent application across 100+ communication staff was a significant challenge.

Avenir Network’s Approach

In January 2022, Avenir Network partnered with Crisis UK to develop its first Inclusive Communications Guidelines, rooted in authentic representation and language. The project involved:

1. Comprehensive Communications Audit:
   • Reviewed all of Crisis’s social media, PR materials, marketing campaigns and video content.
   • Identified gaps and inconsistencies in messaging related to race. ethnicity and language.
2. Engaging Stakeholders:
   • Conducted focus groups with Crisis’s Communications and Marketing teams.
   • Collected quantitative and qualitative insights from the public and key stakeholders.
3. Developing the Guidelines:
   • Created a robust, actionable framework to standardise communications across all platforms.
   • Incorporated best practices for inclusive storytelling and imagery selection.
4. Training and Rollout:
   • Delivered workshops to ensure all staff understood and could apply the guidelines effectively.
   • Provided ongoing support for implementation and refinement.
5. Guidelines Launch Event:
   • Hosted a launch event at Crisis’s Central London offices, attended by leadership, stakeholders, and communications teams.
   • Crisis CEO and Sophie Williams, activist and author of Millennial Black, joined as keynote speakers.
   • Each attendee received a copy of Millennial Black to reinforce the principles of inclusion and diversity highlighted in the guidelines.

Results

1. Comprehensive Guidelines:
   • Crisis UK now has a centralised resource referred to as the “bible” for inclusive communications.
2. Enhanced Team Confidence:
   • Over 100 staff members were trained, reporting greater clarity and confidence in applying inclusive practices.
3. Authentic Representation:
   • Crisis’s communications now reflect a more diverse and inclusive narrative, resonating with members, supporters, and the public.
4. Celebrated Launch:
   • The launch event brought together leaders, advocates, and team members to celebrate this milestone, further embedding the importance of inclusivity in Crisis’s culture.

Testimonial

“Working with Avenir Network was transformative for Crisis UK. Their expertise in inclusive communications helped us create a set of practical, actionable guidelines that have become an essential resource for our team. The training sessions were engaging and insightful, equipping our staff with the tools and confidence to represent the diversity of our members and supporters authentically. This partnership has elevated the way we communicate and connect with our audience.” – Natasha Giraduel, Brand and Content Manager, Crisis UK

Why Avenir Network?

1. Tailored Solutions: Avenir Network’s process was customised to Crisis’s unique needs, ensuring practical and impactful results.
2. Expert Facilitation: From stakeholder engagement to final implementation, Avenir Network guided the process seamlessly.
3. Proven Impact: The guidelines have become a cornerstone of Crisis UK’s communications strategy, setting the standard for authenticity and inclusivity.

Looking Ahead

Crisis UK continues to collaborate with Avenir Network to refine and expand its inclusive practices, ensuring it remains a leader in authentic representation within the nonprofit