Photo: Courtesy of PinterestSean Doyle is the Global Head of Experiential Marketing at pinterest, the inspiration platform that attracts more than 400 million visitors each month. He and his team are responsible for owned and third-party events, including the Pinterest Creators Festival and the Pinterest Presents Global Advertiser Summit, which has a strong focus on accessibility and inclusion. Prior to joining Pinterest three years ago, Doyle ran marketing and creative departments for experiential agencies in Europe and worked with clients such as Slack, Instagram, PlayStation and Jaguar to connect with their audience through experiences of brand live. Here are her rules for creative inclusive events.
1. Inspiration begins with inclusion.
Such a part of an event inspires your audience to take action, whether it’s inspiring attendees to adopt a new product or a new way of thinking, or influencing their behavior in some way. other. As a global inspiration-to-action platform, we at Pinterest have learned a lot about what it takes to truly inspire people to take action. One of the key things to know is that it’s hard to feel inspired if you can’t see yourself represented, or if everyone looks and sounds alike.
Think beyond gender and ethnicity when scheduling speakers at your event. For truly inclusive programming, there is more to consider and more to expect from attendees – so ask yourself if you are also representing the voices of other communities. When possible, consider bringing in speakers with different abilities and neurodiversity, and check to see if you represent different age groups as well as people from different socio-economic backgrounds.
Providing an event that showcases different viewpoints and cultures will be much more compelling to your audience and may even help you inspire a whole new group of people.
2. Diversity doesn’t just happen on stage.
Creating an inclusive experience is about more than including diverse representation within your speaker lineup. Consider the team that creates and edits content, as well as those that build production and shape promotional strategy, as well as those that welcome guests and speakers on the day of the event. Ask yourself if the event team brings the diversity of perspectives, backgrounds and experience needed to create an event that is engaging and inspiring for a diverse audience, rather than one that will attract and engage the same people from the same places.
3. Plan for accessibility early.
The shift to virtual and hybrid events presents us with a vast opportunity to reach a wider audience, including new attendees who may not have been able to travel or access our once exclusively in-person experiences. To ensure your experiences are as accessible to as many people as possible, always consider an option for attendees to join virtually and plan your production schedule accordingly to account for accessibility features such as closed captioning. as well as sign language, which can take up to a week. to your post-production schedule, depending on the length and complexity of your content.
4. Focus on inclusive communication.
Remember to also consider accessibility and inclusion when promoting your event. Work with accessible color palettes and design standards when creating your promotional assets, and be sure to consider diverse representation in the photography and video used to promote your event. Promote the accessibility accommodations you make throughout the registration process so guests know what to expect, and consider asking attendees if they have any additional accessibility needs so you can make adjustments in time.
5. Evaluate your plans with outside help.
Seek outside advice when planning your event’s accessibility and inclusivity. You might consider working with an independent consultant or consider whether there are employee community groups within your organization that might be able to offer insights from underrepresented groups.
There are also great free resources available at Diversity and Inclusion Charter at Conferences and Events (DICE) to guide you through some specific considerations when scheduling and planning your event. DICE offers a free online assessment to help you understand how your event measures up to the charter. They will accredit and even recommend your event if you score high enough in your efforts in three key areas: attendance and programming, content and theme, and attendees and marketing. Obtaining external accreditation is a great way to show your audience that you take diversity and inclusion seriously and that your event is open to everyone.