Wonderhood Studios launches Inclusion Charter for Advertising

The Campaign Inclusion Charter provides guidance for integrating inclusive thinking across the full lifecycle of a creative brief

Wonderhood Studios and The Diversity Standards Collective (DSC) have launched the Campaign Inclusion Charter, a framework designed to help agencies and in-house marketing teams embed inclusion and representation throughout the advertising process.

The initiative aims to address persistent issues around insensitive or unrepresentative advertising by encouraging organisations to consider inclusion at every stage of campaign development, from briefing and strategy through to execution and post-campaign evaluation.

Framework targets entire creative process

The Campaign Inclusion Charter provides guidance for integrating inclusive thinking across the full lifecycle of a creative brief. It covers areas including strategic planning, creative development, storytelling, partner selection, language, tone, platform choices and final campaign reviews.

Organisations that sign the charter commit to ten principles intended to help creative teams produce work that better reflects the audiences they serve while reducing the risk of avoidable mistakes and public criticism.

Flexible implementation for agencies and brands

Implementation is designed to be adaptable, allowing organisations to apply the commitments according to their size, structure and budget. Responsibility for monitoring progress remains with participating organisations, although DSC-backed agencies can choose to work with the collective on implementation and review.

The charter is intended to complement existing diversity and inclusion processes while helping organisations identify gaps in their current approach.

Industry collaboration behind the initiative

Wonderhood Studios and DSC have worked together on a range of campaigns since 2021, including Three Gravlax, Awww, Midnight Mums Club and Sharma Fam Chat, as well as projects for The Royal Foundation's Shaping Us campaign and Starling Bank's The Bank Built For You.

Eddy Yan, New Business and Marketing Director at Wonderhood Studios: "The best campaigns that truly captivates audiences, are the ones that reflect the reality of the audiences it’s trying to reach. When inclusion is considered throughout the process and not added as an afterthought, the work becomes more authentic, more effective and ultimately more impactful. This charter is about providing teams with a clear and practical way to build that thinking into how campaigns are created every day. We’re excited to be launching this initiative and hope agencies across the industry will join us in raising the standard for making more inclusive work."

Inclusion as a creative tool

The charter's ten commitments include incorporating inclusion into campaign briefs, using inclusive language, encouraging diverse creative perspectives, working with a broader range of partners, and evaluating inclusion outcomes after campaigns have concluded.

Rich Miles, CEO and Founder of The Diversity Standards Collective: "Inclusion is one of the most powerful creative tools we have, yet it’s still too often treated as a single checkpoint instead of something considered across the whole campaign journey. Having reviewed hundreds of campaigns firsthand, I’ve seen how many ideas miss their full potential simply because inclusive thinking wasn’t built into the process from the start.

This charter is about changing that. It’s not about perfection from day one, it’s about making the commitment to progress. Because when inclusion is embedded properly, you create work that feels more real, more culturally connected and more capable of making people stop, look and see something they’ve never seen before."

The Campaign Inclusion Charter is now open to agencies and in-house teams wishing to adopt its guidelines and commitments.

www.wonderhoodstudios.com

www.thedsc.org.uk

www.campaigninclusioncharter.com

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