Creative Execution

A non-inclusive workplace is one where people feel they cannot be themselves. It comes at a cost. It's psychologically exhausting for employees and it reduces work productivity. 'The real you matters' tackles the subject of inclusion, by featuring people who feel the need to hide an essential part of who they are out of fear of being excluded, judged or discriminated against. The film dramatises this fear-driven behaviour via 3 employees and their desperate attempts to hide a part of themselves from work colleagues and managers. A man puts his flexibility to the test to disguise his Muslim faith, a woman defies physics to conceal her pregnancy and a gay woman goes to extreme measures to cover up the gender of her fiancé. The film's conclusion highlights this absurdity and states the view of the Special Broadcasting Service that everyone should feel free to be themselves at work.

Views: In a country with 25 million people, the campaign delivered more than 3 million views across social media. Interactions: SBS Facebook page: 3,927 reactions, comments and shares. SBS LinkedIn profile: 4,000 likes.

Audience: Current employees, potential employees, business community and government. Research shows that diverse and inclusive organisations have happier employees and consistently perform better. However, a 2017 study by the Diversity Council of Australia found 1 in 5 Australians has experienced discrimination or harassment in the workplace. This has an impact on productivity and employee wellbeing. Conversely, employees in inclusive workplaces were 19 times more likely to be satisfied in their job, felt more productive and were 4 times more likely to stay with their employer. Our insight was simple. We recognised that people will hide an essential part of who they are when at work if they fear being excluded, judged or otherwise negatively impacted by being themselves. Our strategy was to shine a light on this behaviour, by showcasing exaggerated scenarios where employees go out of their way to hide a part of themselves from their work colleagues.