Case study | Reckitt: Cultivating Safety & Belonging on Set – Talent Charter & Survey for Production
This case study was originally published in the WFA DEI in Content Production guide (June 2024)
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In 2021, Reckitt partnered with Talent Trust, an organisation dedicated to creating safer, more inclusive environments for talent, to ensure that its commitments to diversity and inclusion on camera also resonated with all the talent and crew involved on these productions.
Reckitt sought a comprehensive strategy to measure and enhance DEI across all commercial productions. The challenge was to bridge the gap between the diverse imagery portrayed in commercials and the actual diversity within the production teams, as well as to seek a way of capturing and creating equitable and safe spaces that enable on- and off-camera talent to feel that they belong.
Working with Talent Trust, the company implemented a Talent Charter outlining the principles and values guiding Reckitt's commitment to diversity and belonging on set. The implementation was reinforced through an anonymous survey feedback process to collect insights into the production environment from all on- and offcamera talent.
The productions were measured in terms of DE&I demographics, safety, support, conduct and preparation. The resulting baseline allows Reckitt to measure key improvements and offers a guide for success on every production to come.
The Talent Charter and Survey process resulted in increased diversity, heightened satisfaction levels and a positive cultural shift within Reckitt productions.
- Increased Diversity: Women crew members experienced a significant 17% increase in on-the-job support when working with Reckitt and adhering to the Talent Charter
- High Satisfaction: 90% of crew and talent expressed a desire to work on another Reckitt production since the implementation of the Talent Charter.
- Enhanced Workplace Satisfaction: Productions with a Talent Charter are 20% more likely to have crew members who feel satisfied with their workplace environment.
- Positive Conduct Ratings: Reckitt productions received a 5 out of 5 for conduct on set from diverse talent and crew.
