Michigan credit union, LAFCU, stepped up its effort big time on the DEI front after racial injustice permeated the country during the pandemic. LAFCU’s goal was to “begin at home” by educating its own team members. Publicom created a dynamic internal communications program that introduced LAFCU’s DEI tenets to employees in a unique and creative way. Tactics included eblasts, videos, themed employee giveaways, interactive component, and a DEI quiz. With this education, staff can more easily recognize implicit bias and adjust accordingly — personally and professionally — for the betterment of LAFCU, its members, staff and community. This innovative campaign won no less than three national awards and has been integrated into LAFCU’s new hire onboarding process.
