Identity and gender are one the most divisive topics of our time - meaning there are very real barriers that prevent people who exist outside the gender binary from having their identity recognised in society. Currently in the UK, non-binary genders are not recognised by law - despite the fact that 262,000+ people identify as a gender different to their sex registered at birth. This means having to choose between ‘male’ or ‘female’ uniform options as staff, and binary gender options on official documents as a consumer - making travel an extremely gendered experience. Whilst many UK airlines are supporters of the LGBTQ+ movement, the aviation industry has subconsciously been perpetuating barriers against non-binary people for decades; making it difficult for them to be seen and accepted for how they identify. So, to make real change within aviation, we needed to work inside out - first interrogating our own behaviour as an airline.

In summer 2022, we identified that our colleague’s uniform policy was somewhere where we could make an impactful change. Through conversations with a non-binary crew member, we’d come to realise that Virgin Atlantic’s existing uniform didn’t enable them to be their true self at work. This exposed a key insight we’d taken for granted: like all other airlines, Virgin Atlantic’s uniform policy was gendered. Our response was the creative idea ‘Runway on a Runway; an industry leading change to our uniform code which removed requirements for gendered uniform options, enabling colleagues the choice to wear the uniform option they wished. This was supported by a purposeful rewrite of the gender identity policy; including gender neutral ticketing, pronoun badges, mandatory crew training, and in destination training with partners.

Virgin Atlantic faced a strategic conundrum. Beloved by colleagues and customers, the Vivienne Westwood designed uniform is a key brand asset that drives fame and sets the brand apart. But, Virgin Atlantic also wanted all its people to feel like they belong. We realised, although we could redesign the uniform, the problem wasn’t the uniform itself. It was the choice we were forcing staff to make between two binary, ‘male’-labelled or ‘female’-labelled, uniform options. We had a breakthrough moment: let’s give staff the choice to wear either the red or burgundy options as they wished. So, we removed requirements for gendered uniform options, allowing our crew, pilots and ground staff to wear whichever uniform they feel most comfortable in. A first for the aviation industry, it was a much bigger statement than designing a new uniform - and became the centre of a larger, purpose led-comms campaign.

We announced the uniforms change cross-channel in one big bang; a social film for paid, behind-the-scenes film for earned, images, media materials, and talent and crew interviews which told stories of real Virgin Atlantic people positively impacted.

The film saw a sleepy airstrip turned into the world's most inclusive catwalk. LGBTQ+ talent modelled the brand's more fluid approach to uniform; including Drag Race icon Michelle Visage, fresh non-binary talent, a Virgin Atlantic trans pilot, and cabin crew.

Camp Productions created the paid assets. Representing Queer, Female and Ethnic Minority Directors and Photographers, Camp intuitively and authentically captured everyone’s individuality.

We also announced further tangible action on gender and identity via PR, including:

- Optional pronoun badges for crew and customers

- Updated ticketing systems on bookings, with inclusive gender codes ‘U’, ‘X’, and Mx’

- Mandatory inclusivity training for crew, and in-destination training with tourism and hotel partners

Earned media results:

Trended on Twitter

2000+ pieces of global coverage

4.6 Billion Earned Reach

Non-binary icon Sam Smith shared the content on social (unpaid).

Post campaign, Virgin Atlantic saw increases in key image statements:

+22% in ‘An inclusive’ airline

+13% in ‘An airline for someone like me’

+15% in being seen as an airline with a purpose, that’s trying to make people’s lives better

Post campaign, Virgin Atlantic saw:

+10% in colleagues saying they felt ‘included at work’

+11% in agreement that Virgin Atlantic ‘encourages employees to be their true selves at work’

Since the campaign went live, job applications to Virgin Atlantic have doubled.

We forced our lead competitor BA to review their own inclusivity (including uniform) policy. Even CEOs of companies like McDonald’s have shared this case study as best practice. This signifies that we are making real change within aviation, and beyond.