Airbus wanted to raise awareness of the business as a major employer in the space and defence sector, highlighting the roles it might not be known for. It recognised that entry into STEAM (Science, Technology, Engineering, Art and Mathematics) subjects was challenging for certain groups including women and ethnic minorities, and wanted to showcase itself as a player supporting the next generation of diverse space talent.

First it created a brand awareness campaign to position Airbus as a leader in the space industry. It then worked with UK sustainable fashion brand Bottletop to create a unique product made from space honeycomb – a material that comes from offcuts of satellite production. The #togetherband means customers can hold a little piece of space every day and for every band sold, 80% would go towards We Build It Better, which supports careers in space. The band was launched at the Paris Air Show with astronaut Christina Korp, with an accompanying stream of social activity and online conversations that built awareness of the need to get more young people into STEAM careers.

Social posts also showed Airbus employees discussing projects they were working on, revealing their pride in their roles. The #togetherbands sold out in six weeks and the campaign raised thousands for We Build It Better. The campaign generated a substantial increase in job applications through over a million video impressions and a huge total reach.