The British Council has a long-standing commitment to accessibility and inclusion across its global arts programming. However, its work in arts and disability had historically been spread across teams and regions, making it difficult to convey a cohesive narrative. The challenge was to unify and amplify this work through a coordinated thematic campaign that clearly communicated the organisation’s values, platformed disabled talent, and resonated with global audiences — especially around the International Day of Persons with Disabilities.

To unify the organisation’s diverse arts and disability initiatives into a cohesive, brand story that could be told consistently across channels. The campaign aimed to platform disabled artists as creative leaders, drive ticket sales to disability-led performance, and challenge the cultural sector to embed inclusive practice in its work. A key focus was to humanise the British Council’s mission by telling personal, powerful stories that demonstrated the impact of cultural exchange — and to recruit new talent into its programmes.

Working across departments and with international colleagues I developed content strategy and the core message of the campaign. I collaborated on story selection to ensure the campaign reflected the diversity and impact of the global programme. I coordinated delivery across digital channels, ensuring consistency in tone and framing while supporting local teams to adapt content for their audiences. I created a toolkit to support implementation at scale and presented the campaign to senior leadership as part of stakeholder engagement.