For more than eight years the Good Lad initiative (and Great Men project) have worked with men and boys – in schools, colleges, universities and the workplace - giving them the chance to explore who they would like to be, discovering how they can help create safer and equitable communities, combating toxic masculinity and challenging the cultural conditioning that supports and breeds it, through safe space workshops and interactive conversations.
Halo were appointed to help them transition to a refreshed, focused and unified brand, delivering a new name ‘Beyond Equality’ – and helping to define and refine their proposition, extending their offer throughout educational institutions and crafting a commercial approach for large corporate organisations.
Extensive audience research and stakeholder engagement lasted two months. Halo also elected to commission a programme for ourselves; something that the team found incredibly enlightening and beneficial and informs our own HR strategy within the agency today. This ‘deep dive’ resulted in a strategy that would streamline and focus the Good Lad organisation, identify growth opportunities and create a clear platform for reaching a wider audience.
Renamed Beyond Equality, with a new design across all brand platforms and strategic approach to higher education and the corporate sector, we were able to extend the brands reach considerably, helping them build on their impressive foundations, bringing acuity to the way they generate engagement.
