Once considered a long-term business goal, Diversity, Equity, and Inclusion (DEI) has become an important, proven core strategy for many of today's successful businesses and organizations. Studies show when a business makes DEI a priority, every facet of the organization benefits, including the bottom line.
In response to what we hear from the industry, and in keeping with our core pillars as a nonprofit organization that exists to support and celebrate the creative community, The One Club is introducing the ADC Fusion Cube.
With the goal of promoting Diversity, Equity and Inclusion (DEI) in both agency/production company staffing and in the work itself, the new Fusion Cube will identify and celebrate great work which also includes underrepresented groups and DEI issues both
Behind the scenes, in terms of diverse agency/production company teams, ensuring equal opportunity, pay and treatment, etc.
In the creative work itself, as expressed through casting, language, script, narrative and how the work communicates authentically with the target audience.
The Fusion Cube will recognize work based on three factors:
1. The work must first meet ADC's standards for craft and innovation.
2. Awarded work will demonstrate that issues of Diversity, Equity & Inclusion (i.e., racial and ethnic diversity, gender diversity, ageism, cognitive or physical abilities, positive body image, all kinds of discrimination, negative stereotypes, etc.), in any way those might manifest in the specific market for which the work is made, have been seriously considered and implemented in the work
3. Entrants must disclose how they have implemented DEI principles when forming the teams involved in the work both:
Behind the scenes—what percentage of the agency and production company teams directly involved in the work are part of underrepresented groups (i.e., women and other marginalized genders, racial or ethnic groups, LGBTQ+, and people with cognitive or physical differences)
Public-facing (In front of the camera)—how the work communicates authentically with the target audience through casting, language, script, and narrative/storytelling
This new award also encourages brands to use these criteria as a framework for making their own marketing more diverse. It can serve as a global benchmark, representing a new way for brands to demand accountability from their agencies and partners for providing greater diversity in their work and creative teams.
ELIGIBILITY: January 1, 2021 – March 4, 2022
FUS-101: Fusion Cube
The Fusion Cube recognizes work that demonstrates that issues of Diversity, Equity & Inclusion, in any way those might manifest in the specific market for which the work is made, have been seriously considered, addressed, and implemented in the work.