Objectives

UNITED BY OUR UNIQUENESS is an internal and external brand campaign, for Cox Enterprises, that focuses on celebrating our diverse talent communities. Throughout the year, we showcase honest conversations and the authentic experiences of our employees, so we live our promise of letting every voice be heard as we continue to champion a culture of safety, listening and belonging. 

This particular UBOU campaign activation celebrates the rich culture and heritage of the Black community. For this activation, Black/African American Cox employees will tell their authentic experiences of how they celebrate their heritage from a 1st person account. In amplifying these stories, we are conveying the sense of belonging and respect Cox creates for all its employees.

Strategy and Execution

FOR BLACK EMPLOYEES IN CORPORATE AMERICA

A Sense of Belonging and Respect, Not Diversity

The campaign activation celebrates the rich culture and heritage of the Black community. For this activation, Black/African American Cox employees will tell their authentic experiences of how they celebrate their heritage from a 1st person account. In amplifying these stories, we are conveying the sense of belonging and respect Cox creates for all its employees.

• The first pillar of ID&E, inclusion, is particularly important to Black employees. Research has found that these employees are 30% more likely to intend to leave their current company than their white counterparts. This attrition is closely tied to the feeling of exclusion. While it’s important to have diverse teams, people also need to feel psychologically safe, and know that they can actually bring their diverse perspectives to the table. And that’s why the feeling of belong is such critical component of corporate ID&E strategy.

Core Campaign Messaging

“United By Our Uniqueness” celebrates the different cultures and communities that complete the Cox tapestry. Throughout the year, we showcase honest conversations and the authentic experiences of our employees, as we continue to champion a culture of safety, listening and belonging...where all backgrounds are valued, and every voice is heard.

Results

The results were based on a week long social campaign, launch before Juneteenth. We saw a tremendous increase in both the engagment rate and impressions across Facebook, Twitter, LinkedIn and Instagram. 

Media