Turning Inclusion into Employee Action

Despite its long-standing success and global reach, J&J recognised the need to reinvigorate the Women's Leadership & Inclusion (WLI) programme to drive further progress on gender equality across all levels and functions.

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The campaign needed to speak to a diverse internal audience, resonate with all genders, and work across multiple countries and languages. Assets had to be flexible, easy to localise, and simple for local WLI leaders to adapt, while remaining consistent with J&J’s established brand guidelines.

We developed a clear, inclusive campaign concept that focused on the real benefits of WLI membership: advancement, inclusion and community. Our starting point was people. We featured portrait of  members alongside a single “hero” word chosen by each individual, representing what the initiative had given them. This kept the message personal, credible and relatable.

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The campaign concept, 'Our Future, Our Choice', aligned closely with the WLI manifesto and worked seamlessly within existing brand framework. All assets were designed to be modular and editable, allowing local teams to tailor messaging, calls to action and language without losing consistency of tone or intent.

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To support rollout, we created a practical campaign kit and style guide, giving local WLI leaders clear guidance on how to use, adapt and extend the materials across internal and external channels.

The campaign launched successfully across EMEA, internally and externally, with unanimous stakeholder approval. It sparked meaningful conversation, increased visibility of the WLI programme, and supported an increase in membership through internal Yammer channel sign-ups.

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The flexible toolkit continues to support local teams, helping maintain momentum and consistent messaging over time.