Content Strategy: Hallmark DE&I

BUSINESS CHALLENGE

Make the world a more caring place by encouraging empathy and understanding in an increasingly divisive digital environment.

SOLUTION

Wholeheartedly celebrate different cultures, sexual orientations and gender identities, abilities, and other elements of diversity in Hallmark’s organic social spaces.

STRATEGY

Revise Ideas.Hallmark.com core content strategy to add inclusivity principles:

FROM:
Create digital experiences that help Caring Connectors take better care of their relationships with uniquely Hallmark content.

TO:
Create inclusive digital experiences that help Caring Connectors with diverse life experiences take better care of all their relationships with authentic, culturally insightful, uniquely Hallmark content.

RESULTS

Quarterly planning and content reviews with DE&I, ERGs, and internal Cultural Sensitivity Consultants
Popular blog posts updated with more inclusive ideas and language
Images depict a range of body types, gender presentation, abilities, family structures, and cultural dress
Content creators consider attributes like neurodiversity, dietary restrictions, and abilities as well as religious and cultural practices in all posts
In-culture contributors create or are interviewed for holidays and observances and specific situations
Strategists work with social media moderators on responses