Exclusion, bias, and racism have no place in society. Unfortunately, some folks in Idaho don’t understand this.

That’s why the Idahoans for a Prosperous Workforce gave us what I call the “impossible” marketing brief: solve racism.

Literature review, social listening, and survey data analysis showed that white Idahoans didn’t see racism as a problem in their state, but Idahoans of color experienced microaggressions regularly and more overt racist comments on occasion.

On top of this, this audience responded negatively to the words “diversity,” “equity,” and “inclusion.” Discussions of race made them uncomfortable and ultimately defensive, too.

Our strategy: get Mormon moms to be more inclusive by practicing a core tenet of Christianity
(love thy neighbor).

What resulted was the creation of the Idaho Opportunity Initiative, a brand platform that champions positive conversations in Idaho around diversity, equity, and inclusion.

The brand was launched with an integrated campaign with streaming and broadcast TV, radio, OOH, and paid social media.