Disney recognized that despite the contemporary expectation for brands to commit to the Diversity, Equity, and Inclusion (DEI) agenda, the public did not perceive it as an inclusive company. In response, our task was to promote Disney's connection with DEI to consumers who were already invested in the subject and those who were not. Our aim was to showcase the presence of DEI elements in the Disney universe and initiate conversations with the public, connecting with fundamental issues that amplify diverse voices.

Our approach was to showcase the DEI qualities present in Disney's initiatives and productions. This involved highlighting their characters and storylines. By doing so, we aimed to connect with consumers on a deeper level, emphasizing the importance of DEI values in society and showcasing Disney's commitment to these principles. Our goal was to create meaningful relationships with the public that would highlight Disney's association with DEI.

The Voices of Diversity project is a 10-episode documentary series featuring real people from diverse backgrounds sharing their experiences of being inspired by a Disney character to overcome acceptance challenges in an exclusionary society. Each episode is only one minute long.

To effectively communicate its commitment to diversity, we believe that Disney must not only focus on itself but also listen to the diverse people who have been impacted by its productions. By featuring individuals who have overcome significant challenges and materialized their dreams in a way that reflects their unique circumstances, Disney can demonstrate its impact and commitment to diversity.

Rather than relying on self-referential messaging, The Voices of Diversity project allows the brand to highlight its role in inspiring people from all walks of life. Through these stories, Disney's impact and commitment to diversity are attested by the diverse experiences of real people.

Our creative and strategic team is composed of diverse individuals, including black people and women from various social classes and sexual orientations. Our common bond is our shared love for Disney productions and the values and inspirations they represent.

As we reached out to others like us, we found digital influencers, cosplayers, and party decorators, who shared their personal experiences and influences. We discovered that people from different backgrounds and experiences are reimagining Disney stories in their own unique way, creating their own narratives that reflect their own needs and experiences. Even Mark Hamill acknowledged this by stating that Luke Skywalker can be gay, if anyone so wishes.

We recognize that the diversity of Disney productions is manifested in an authentic, legitimate, and poetic way through people re-signifying characters and stories. This demonstrates that imagination is not exclusive to a company but can be a powerful agent in building relationships.

The 10 episodes of the series was released simultaneously on YouTube, with a campaign that took advantage of Disney's social media ecosystem, synergy across all PayTV and Radio Disney channels, the Disney website and a content project with the TV Globo program Altas Horas (TBC), from the 2nd of February.

Disney is doubling down on its commitment to inclusivity and inspiration, as evidenced by the positive feedback received from its recent online campaign. Through social media, people have recognized Disney's power to tell stories that inspire individuals to overcome challenges in diverse and inclusive contexts. By sharing their personal experiences, people have helped Disney see itself in a new light and showcase its unique approach to diversity marketing. Unlike other companies, Disney chose to avoid self-referential communication and instead focused on the genuine stories of those who have been impacted by their films and theme parks. Overall, Disney is thrilled with the success of their campaign and the impact it has had on their brand and the individuals who resonate with their message.