IBM
I’m in.
Campaign Identity
Modern workplaces struggle to turn DE&I policies into lived culture. While IBM’s foundational ‘Be Equal’ initiative was highly successful, creating a truly inclusive environment required moving beyond awareness to active, everyday allyship.
Despite strong foundations, ‘Be Equal’ did not generate enough active allyship. Employees wanted to help but faced systemic barriers like lack of time, scarce appropriate resources, and fearing they might make mistakes.
Simple human truth
Equality without allyship is just an ideal.
‘I’m in’ was launched, a bold declaration with a supporting campaign. A central hub was designed, offering IBMers bite-sized learning, community-specific guidance, and practical steps to become effective, educated allies.
