Making an Impact: 11Alive’s Voices for Equality Highlights Importance of Diversity in Content and Advertising

As the birthplace of the civil rights movement, Atlanta’s legacy is rich in history, with leaders past and present fighting for equality and an end to systemic racism. Carrying on this local legacy, 11Alive is just one TEGNA station looking to help these efforts through impactful journalism, integrated programming, and community and brand partnerships.

One of these programs is Voices for Equality, a year-round integrated sponsored initiative. It focuses on empowering and amplifying diverse voices, celebrating solutions, providing context and expert opinion on issues, and celebrating diversity in partnership with brands like Hands on ATL, Georgia Power, and Western Governors University.

The ongoing campaign, now in its third year, uses special feature programming, story-telling vignettes, regular weekly news features, public service announcements, and digital & social media amplification to keep the conversations around diversity, equity, and inclusion at the forefront of our viewers in Atlanta.

Diversity in Advertising

With content focused on diversity, inclusion, and equity, brand advertisers have a fantastic opportunity to showcase their commitment to social justice while reaching new audiences.

As Carlin Watkins, DE&I Engagement Program Manager at TEGNA, points out, “To be able to have advertising reach communities that, for a long time, have either been misrepresented or not represented at all – it’s such a special thing. Whether it’s our stations, our ad partners, or our client’s customers, I think everyone can agree that a lot of opportunity is missed when considering diversity and representation with a limited mindset.”

“Widening that mindset can put advertisers in a place where they can course correct if needed. If you’re in a market with a 34% Black audience, and you’re not adjusting to target appropriately based on diversity and representation, that’s 34% of people you’re not reaching,” Watkins adds.

Additionally, consumers are more socially conscious than ever and are more likely to give their business to forward-thinking companies and brands with shared values. In fact, a Zeno Strength of Purpose research found 94% of global consumers feel it’s essential to engage with brands with a vital purpose – like advocating for social justice, volunteering at an animal shelter, or donating to food banks.

For Harvard Business Review, Lily Zheng, a diversity, equity, and inclusion strategist, consultant, and speaker writes, “Corporate Social Justice is a new paradigm that imagines a healthier and mutually beneficial relationship between companies and the communities they interact with. It is driven by the growing desire of socially-aware consumers and employees for companies, especially socially-conscious and forward-thinking companies, to do better. Companies have an opportunity to rise to the occasion and leverage their influence to build a better world for all — including themselves.”

Audiences as Diverse as the Communities We Serve

As one of the nation’s largest local media organizations, Team TEGNA is committed to ensuring our content reflects the diverse communities we represent. Voices for Equality is just one example of how our partners can speak up and strengthen their bonds in the community by aligning with a good cause.

As a marketing partner, we’re embracing diversity and are dedicated to providing innovative marketing solutions to help our partners reach audiences as diverse as the communities we serve. We want your brand to find your ideal audience, grow, thrive, and see results. Let’s get in touch to see where our values align.