Challenging labels. Championing people.
Problem
Inspiring people to see themselves and each other in Biffa’s DE&I strategy
Spark
Putting real voices at the heart of the DE&I conversation
Impact
Perceptions shifted. Conversations opened. Engagement followed
PROBLEM
Overview
Inspiring people to see themselves and each other in Biffa’s DE&I strategy
Biffa is one of the UK’s leading waste management and recycling businesses. And their diversity, equity and inclusion (DE&I) strategy was working – on paper. The firm was exceeding targets, running numerous action and awareness events, and building groups and networks. Yet employees were not feeling the effects of all this activity. Research told us some people were still nervous about opening up or being themselves, because they were afraid of what others might think.
Others felt awareness events were driven more by boxes to tick than pride or passion. And there was a general sense that DE&I was something that happened at board level, in HR or in specialist groups. We designed an internal communications campaign that would:
Reframe inclusion
Shift attitudes and transform perceptions about what inclusion really means to Biffa’s people.
Build understanding
Get people excited about – and signed up to – Biffa’s DE&I training to turn awareness into action.
Open the conversation
Involve everyone in shaping what inclusion means day to day – particularly Biffa’s 6,000 frontline employees.
THE CHALLENGE
Reaching every colleague
For many frontline employees, their main information and leadership team communication source is the supervisor briefing at the start or end of shifts. We’d have to reach them just as well as their colleagues who work at desks or attend frequent meetings.
The solution needed to work on multiple levels:
Accessible
Easy to reach across intranet, app and supervisor briefings – connecting desk-based and frontline colleagues alike.
Conversational
A launchpad for two-way dialogue across teams, not just a broadcast message.
Compelling
Bold and emotionally resonant enough to stop people in their tracks, make them think and inspire them to find out more.
The answer? A short, punchy video telling a powerful story that went far beyond internal communication.
SPARK
Making it happen
Putting real voices at the heart of the DE&I conversation
Candid employee feedback highlighted four areas to tackle, to help Biffa become a truly inclusive employer – one where everyone felt comfortable being their real selves and being part of the DE&I conversation.
Our culture change consultants developed specific actions for each focus area to help break down barriers and drive transformational change in attitudes towards, and engagement with, DE&I:
Fear of discrimination
Change perceptions and inspire people to be authentic by tackling stereotypes head-on.
Fear of saying the wrong thing
Make sure people are fully informed by significantly driving employee engagement with DE&I training.
DE&I initiatives feeling like a closed conversation
Create an accessible campaign that inspires everyone to get involved – with real employees at the centre.
Narrow ideas of what DE&I means
Clearly acknowledge and celebrate the many strands within DE&I – and show it’s for everyone.
01
Find genuine stories
We invited colleagues to step forward and share their stories, using all the employee channels available. Twenty amazing volunteers welcomed the chance to change perceptions and shift behaviours, and worked with us to create a script based on their insights and experience.
02
Make it authentic
This was about the workplace, so we filmed colleagues in their real environments – including offices, recycling centres, and even out on the road with the bin trucks. This helped to put across their messages in the most genuine and meaningful way possible.
03
Get everyone talking
After we’d prepped managers with some leadership communication coaching, and equipped them to lead conversations with their teams about DE&I, we premiered the video across the business – via the intranet, the Biffa Beat app, newsletters and supervisor briefings. Employees could then sign up for follow-up courses if they wished.
I am really proud of the We Are Biffa video. It’s so powerful because it features real Biffa employees saying what it means to them to feel included at work. It’s designed to make us all think about how we work with each other, and it achieves this brilliantly.
IMPACT
The outcome
Perceptions shifted. Conversations opened. Engagement followed.
The video challenged assumptions about ‘difference.’ It opened minds to new perspectives, transforming beliefs and attitudes. It also exceeded our targets for the number of people engaging with the campaign, and with the company’s DE&I learning.
And the conversation continues to grow organically, on Biffa’s internal channels, as more people understand DE&I and talk about what it means to them.
100%
of respondents said it reflected what inclusion means across the company
300+
managers attended DE&I initiative workshops
500
leaders attended our live DE&I webinar
I thoroughly enjoyed taking part in the film. I wasn’t sure what to expect but I’ve had really good feedback from other people in the company. I’ve noticed that people make fewer assumptions about me, because of my age. In fact, since taking part in the film, I’ve been promoted into a management role, so the whole experience feels very positive!
We can help
Supercharge your DE&I efforts today
If you’re looking to make strategic, transformational change within your organisation – to bring DE&I to the forefront and boost belonging among your people, let’s talk.
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