Behind the “One Voice Made of Many” campaign with Claire Lindsay

Claire Lindsay, Senior Brand Manager: The “One Voice Made of Many” campaign, which was a campaign about DEI, is one of the most satisfying projects that I've worked on since I've been here.

It was the first time that we had really put our people front and centre of a campaign.

You know, we're a people business, and we don't do that often. And we took a real storytelling approach to it, which wasn't that commonplace in the legal sector at that time.

The project was a challenge to deliver because it was during the pandemic, so we had to be creative about the ways that we went about and captured that content.

It was at a time when everyone was feeling quite disconnected, quite isolated. So it really engendered a sense of belonging. It really fostered a sense of belonging where people were hearing personal stories, and it made them reach out and connect with their colleagues.

People started to share their own stories.

So it was something really positive that came out of, what at the time, felt like a really awful situation.

The campaign was really well received. We had such an incredible response to it.

We had people commenting on the LinkedIn post, on the Pulse stories, saying things like, “This is the by far and away the best thing the firm has ever done.”

We had people reaching out to their colleagues to say, “Thank you for sharing your courage and vulnerability.”

I think it really was a springboard for people forming relationships around the business. It built a sense of empathy, this sense of belonging. It just built a whole new community. And it has really, I feel, anyway, changed the way that the firm approaches things.

We're much more empathetic as a result. We've continued with the storytelling approach, putting people at the centre of what we're doing and how we're communicating. And that's something that has actually brought me a lot of personal satisfaction, as well as the professional satisfaction.