As part of the BBC’s commitment to be a disability-first employer, it made a public commitment to ensure that 12% of its workforce is made up of talent who identify as disabled and/or neurodivergent by March 2026. In conjunction with Wiser, it built a core team including a campaign steering group, inclusion project managers, employee resource groups and partner networks to achieve this goal. The campaign would show how the BBC is driven by innovation, its community of deaf, disabled and neurodivergent talent, and change perceptions of it as an employer.

Research showed that there was still work to be done on delivering its promises as an inclusive employer, for example some disabled people felt they were shown as ‘inspirational’ rather than simply accepted in the same light as their able bodied friends. The campaign itself ran over six months and across three channels: paid social, organic social and advocacy/outreach. The strapline ‘this is your BBC’ showed that the brand was personal to everyone, but also shared. Vibrant photos and films showed disabled and neurodivergent employees in a range of working environments, discussing ‘their’ personal BBC.

The campaign was activated across LinkedIn and Meta platforms, targeting key roles, skills and geographies. Some talent was retargeted with static content, driving them to outreach events across the UK and deepening their understanding of what the BBC has to offer. Events included candidate open days, in-person workshops and webinars. Feedback showed an overwhelming majority felt differently about opportunities at the BBC and that they might see themselves working there. Interactions have way outperformed targets and crucially shifted perceptions about the BBC’s commitment to opportunities for disabled, deaf and neurodivergent people.