The Brief

British Airways take great pride in both representing Britain and also looking to help make the world a better place. The brand has placed these core principles at the heart of everything they do in the industry. In the bid to tackle climate change, British Airways note on their website that by 2050 they are aiming to achieve net zero in carbon emissions and were the first airline in the world to commit to this goal.

We created a short film for British Airways as they looked to demonstrate how they are providing a platform for talented women to showcase their skills within the business and how these opportunities are designed to help install confidence into women.

This programme was conducted in partnership with Allbright Everywoman who are all about providing women with opportunities to grow into leadership roles or simply providing women a voice in the workplace and that all businesses work better when everyone can come up with new ideas to contribute to that. Allbright Everywoman have a fantastic reputation for empowering women in business noting on their website that “through its programmes and initiatives- more than 200,000 women have participated in formal development opportunities helping to elevate women as role models”

The Process

In our short film we highlighted how the women involved were able to showcase their talent by providing a strong culture for the women to thrive in with many in the video emphasising the environment that British Airways provided for them to develop confidence and help promote themselves and the brand.

Many also said about how the skills that they had either learnt or built on during their time with British Airways and they managed to bring these skills to the forefront of the company. One of the skills that we addressed in the video was leadership and how this was one of the most significant skills that was learnt from the graduate programme.

We also demonstrated how many of the women involved have had fantastic experiences through the programme and that this will open several doors going forward in their respective careers. Some of the women spoke about how the programme has allowed them to build a network off the back of it. This has also allowed women to reflect on previous experiences and how they can bring them to this line of work. Many also formed a close bond during the programme based off of networking opportunities and many feeling that they learnt off each other.

Many also spoke about how they managed to meet new people on the programme and that interaction between those on the programme and how many on the programme were able to come up with new ideas and they were in the right environment that allowed new ideas to be embraced and accepted by those involved. This was one thing we consistently looked to demonstrate in the film with many of the women we spoke to saying that they felt everyone being very accepting of each other and we highlighted how interactive many of the sessions were.

The Result

We managed to successfully encapsulate everything that the graduate stories were about in terms of developing confidence, enabling new ideas and creating the right environment that allowed people to thrive and encourage collaboration.

Many of the women involved had only positive words to say about the programme with words such as “Empowering” “inspirational” and “joy” to describe their experience and that’s what the programme was all about, making huge strides for women in leadership roles and having fun whilst doing it.

The short film encapsulated the culture of both British Airways and Allbright in terms of how Allbright want to provide strong voices for women and British Airways are all about looking to evolve and how this scheme has provided both the people and the brand opportunities to grow further.