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The creative itself hinges on the visual of broken screen on each digital billboard, reflecting the idea that any event that only amplifies the voices of certain groups – such as white, middle class men – is essentially silencing every other voice. The lack of representation reflects a broken system, propped up by corporate gaslighting that prefers to discuss change rather than enact it.
O’Connor and Alicia Hessey say that what inspired their idea “was the fact that the Dice team say they don’t want it to exist, but it needs to.”
“Your event being diverse shouldn’t be a choice. Not just about who’s on your panel but the content of the event too. If your event isn’t inclusive it is inadequate. It’s broken.”
Amy Kean is the co-founder of DICE, along with Nicola Kemp, James Whatley and Seb Joseph,she says that male-dominated panels or panels that only feature white speakers (aka “manels” and “wanels”) are “morally incorrect.”
“This is why we launched DICE; to guide people through the curation of an inclusive event. A conference without diversity in its lineup is boring, backwards, and inevitably biassed, and that’s not up for debate. It’s a fact.”
She adds: “Our hope with this campaign is that it will remind event organisers that talking about change is no substitute to making or being the change. We have proof that the Dice charter is a brilliant catalyst for this progress.”
The campaign forms part of a range of activities planned by Dice to drive greater diversity in the events sector. No event that has more than 50% men or more than 70% white people on its line up will ever be certified by DICE.
The team believe now is the time to move from awareness to action and in line with this an illuminating piece of government-funded research is currently underway with the University of Surrey. The four month project aims to reveal the scale of the event's inequality issue as well as use AI technology to understand the bias in terminology used across marketing materials.
"With huge thanks to Clear Channel, we’re delighted to partner with DICE because diverse ideas deserve to be heard. They mustn’t remain isolated. It’s vital that events organisers know that your event is broken without diversity. DICE are leading the charge to make this happen.”
- Sophie Edwards
Co-Founder of ...Gasp!
DICE provides certification and guidance to help conferences and events deliver a representative and diverse set of speakers, perspectives, and attendees.
Running an event or a conference?
Get DICE Certified.
Thank you @Giles_Edwards @bethanmarchant @Gasp_4 - every second of the planning for this campaign has been a joy & we’re VERY proud of it.— Amy Charlotte Kean (@keano81) June 13, 2022
But also, my damn inbox is already full from people who’ve seen the campaign & liked it & want to know more. DAMN THE EFFECTIVENESS OF OOH
What they say...
“Addressing the lack of diversity in events has certainly been a growing focus for our industry and we recognise that there’s still more work to be done. We really value the work of DICE who are helping to accelerate progress in this area and hope that this standout Out of Home campaign will drive more collective action.”
Martin Corke, UK CMO & Europe Marketing Lead, Clear Channel
“I love the proper sense of community the whole project's brought about”
Amy Kean, Best Selling Author
If we really want to change the game, we need to be relentless in our pursuit of equality. This is the driving force behind the new DICE (Diversity in Conferences and Events) topical ad from ...Gasp!. Featuring the strapline “It’s time for a level playing field”, the ad appeared on digital screens surrounding Wembley Stadium, very kindly donated by Mass Media.
Sending a message that if your event doesn't include women, it's broken. Because look what happens when you include women🏆
Featured in Campaign, the ad aims to build momentum through what has been the most-watched Women’s Euros in history. The 87,192 fans at Wembley last night meant that the game had the highest attendance of any European Championship final – either men’s or women’s.
What they say
“May have cried when I saw the first draft of this amazing DICE (Diversity & Inclusion at Conferences and Events) campaign. (By may I mean I 💯 did. It’s 2022 but girls are *still* being told they cannot play football at school) So proud of the amazing team and supporters Thank you Giles Edwards and Mass Media Outdoor Limited.”
Nicola Kemp, Editorial Director, Creativebrief
“I honestly don't think I've ever been prouder. Thanks to Giles Edwards, the team at ...Gasp! and the fine folks at Mass Media Outdoor Limited we managed to get a topical ad for DICE (Diversity & Inclusion at Conferences and Events) - AT WEMBLEY. TODAY. IN FRONT OF 90,000 PEOPLE AS THE LIONESSES BROUGHT IT HOME!”
Amy Kean, Co-Founder, DICE
“THIS IS AMAZING 🙌. It just shows that you have to start somewhere and be that lone/‘annoying’ voice for a while and then you get others wanting to join, support and amplify your efforts, then you launch an amazing mainstream outdoor ad campaign!!!”
Nichola Johnson-Marshall, CEO, Working Wonder Consultancy
“Wonderful! Brava and Bravo to all concerned.”
Brian Macreadie, Head of Marketing, Addleshaw Goddard