Nationwide: Breaking the cycle of inequity – how Wavemaker and Nationwide are tackling bias in the media industry

Nationwide, a banking brand, diversified its media plans and called out mainstream partners to demonstrate how they served diverse audiences to encourage more diverse working practices in its own business and among others.

Campaign details

Brand: NationwideAdvertiser: Nationwide Building SocietyEntrant: Wavemaker London / Nationwide Building SocietyCategory: Single MarketPrincipal author: Rachel D'Cunha, Wavemaker UKContributing authors: Vicki Falconer, Wavemaker UK; Dominic Charles, Wavemaker UK; Genna Trentham, Wavemaker UK; Elliott Millard, Wavemaker UK; Kathryn Saxon, Wavemaker UK; Chris Ladd, Nationwide Building Society

Figure 1: Channel 4 Black and Proud Collaboration, October 2020

1. Background

To start at the start

Nationwide are different to the banks they compete with: their founding purpose is a social one, rather than commercial. Put simply, they exist to build society....

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