Strategic Partnership Ensures Diversity and Inclusion in Advertising

At Lincoln Financial, our commitment to diversity and inclusion runs deep. It’s woven into literally everything we do as an organization—from our talent, training, employee groups, constituency advocacy efforts, business commitments, and community engagement to our powerful response when racial unrest stains the fabric of America. Lincoln values, honors, and protects diversity and inclusion in all its forms.

That dedication extends beyond our walls to the way we live our lives and how we present ourselves in society, where our zero tolerance policies prohibit discrimination of any kind. It also carries through our advertising, as we strive to produce ads that not only reflect America, but also avoid the perpetuation of stereotypes that misrepresent people, groups and cultures.

To that end, Advertising and Diversity & Inclusion work in partnership to ensure that each piece of advertising emanating from Lincoln encourages relevant, positive representation of all cultures. We achieve that goal by working closely together on our ad campaigns–from the cast and script to wardrobe and scenery.

Our approach is built on trust and mutual respect. While we’re all working toward the same goal, we recognize and acknowledge our own limitations. Each of us comes to the table with different expertise, perspectives—and yes, implicit biases—borne not out of malice, but out of the environments we were brought up in. That’s why it makes sense to bring in individuals with expertise in D&I to review and consult on upcoming ad campaigns.

We rely on an agile, flexible process that’s not overly complicated, but still serves to help us accomplish our goal of producing advertising that’s realistic, representative and respectful. Our departments begin collaborating at the inception of a new ad concept and continue working together through launch. D&I provides valuable guidance and perspective that’s incorporated into the creative process. When the “rough cut” of the spot becomes available, D&I takes one final look and provides input before it’s finalized and sent out into the world.

Lincoln’s advertising represents who we are as a company, as individuals, and as citizens of the world. Whenever we put a widespread message out into the universe, we’re projecting a message that’s not only about Lincoln, but about society in general. In our advertising, we want people from various cultures to see themselves represented in an accurate, relevant, authentic and positive manner. It’s our responsibility to society and we take it very seriously.

Authored in partnership with Angela Laubmeier Schema, Vice President Advertising and Sponsorships at Lincoln Financial Group.