The Athena SWAN Charter recognises the commitment to gender equality and advancing the careers of women in science, technology, engineering, maths and medicine in higher education. Heriot-Watt University wished to build on the success of their Athena SWAN Bronze Award and commissioned us to develop an internal communications campaign that would engage staff and encourage participation.
Staff engagement was critical to the success of the campaign, and it was important that the impact the project was having in changing attitudes and ways of working within the university was communicated effectively. To achieve this we designed the campaign around three questions: what can you do differently, what are we doing differently, what have we done differently. This structure allowed the university to engage staff on an individual level, report on the changes that were happening and report back on what had been achieved.
The creative treatment of the campaign introduced coloured gradients to achieve consistency across different applications and reflect the change that was taking place in the university. The first phase of the campaign adopted a typographical solution that simply posed the question: what can you do differently? Subsequent stages of the campaign introduce commissioned photography of staff members together with their commitments and pledges.
The first phase of the campaign has now been rolled out throughout the university with phases two and three due to take place later this year. A range of marketing channels have been used so far including large format wall vinyls in key locations throughout the university, social media, campaign landing pages on the university websites, leaflets and posters.