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Objective

At Shell, diversity and inclusion are an important part of who we are and what we stand for and a necessity for sustainable growth.
To showcase Shell as an employer who not only believes in but also provides an environment of inclusion
To send a powerful message challenging stereotypical cultural biases

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Background

96%

89%

23%

of transgenders are denied jobs and are forced to take low paying or undignified work for livelihood like sex work and begging.

of transgenders said there are no jobs for even qualified ones.

are compelled to engage in sex work which has high health related risks.

For many LGBTQ+ individuals a dignified job is still a dream, they are being pushed and prejudiced when it comes to their employment

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Many LGBTQ+ face discrimination and harassment at workplace

Source: Deloitte Report

LGBTQ+ employees in India are more likely to have experienced non-inclusive behaviors than the global average: 70% vs 42%

The most common form of non-inclusive behavior is feeling patronized, undermined or underestimated because of their gender identity or sexual orientation.

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Society holds many prejudices against transgender individuals

“They are thieves”

“They are illiterate”

“They are beggars”

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Creative Solution

During Pride Month, Shell took a bold stand against societal prejudices, particularly those directed at the transgender community within the broader LGBTQ+ spectrum. Through the authentic voice of a transgender individual, the film powerfully navigates the viewer through the challenges and discrimination faced by this community, only to dismantle these biases by showcasing the transformative impact of equal opportunity.

The narrative is brought to life through the experiences of real transgender employees at Shell, whose stories illustrate how, when given the chance, they have not only contributed positively to the company but also reclaimed their dignity and sense of self.

This film was designed specifically for social media so that it could reach a broad audience in an impactful and cost-effective way, spreading a message of inclusion and equality.

Film

Click to Play

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Results

The film designed especially for social media delivered above average view through rates which is an indicator of the creative.

On social media, the video had an impact on the reputation of the brand and the reputation scores indicate the same

Reach - Over 34.2 million

Engagement - Over 22.9 million

SRS (Instagram) - 86

(above Shell benchmark)

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Conclusion

Through the Pride 2024 film, Shell was able to show how members of the LGBTQ+ community, especially transgenders, can contribute equally like cisgender.

An above internal benchmark SRS score and the conversations received on social media including from the LGBTQ+ community, indicate that the film resonated well with audiences.

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