Challenges Tackled

Women remain underrepresented, underpaid, and undervalued in industries worldwide, including energy. BP recognized this imbalance and sought to drive real change by increasing female representation in leadership. Understanding that prospective employees conduct their own research, BP proactively embraced transparency to own its narrative and demonstrate its commitment to inclusion.

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Strategic Breakthroughs

BP launched ‘We’re making BP work for women’, a bold, honest, and multi-channel campaign that highlighted the company’s gender diversity as it stood—both the progress and the challenges. Instead of traditional corporate messaging, BP used direct, impactful language to spark conversations, engage audiences, and drive change.

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The Creative Idea

The campaign was designed to be authentic, personal, and highly visible. Featuring real BP women, handwritten typography, and murals by female artists, it fostered a sense of relatability and empowerment. A strategic mix of digital, print, outdoor, and social media ensured maximum reach.

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Key Deliverables

• Targeted digital out-of-home (DOOH) placements in offices, malls, gyms, and pharmacies.
• Print ads in The Hindu and The Times of India, extended due to strong engagement.
• Social media content designed to spark engagement and community discussions.
• Murals by female artists, transforming city streets into symbols of empowerment.
• A dedicated landing page, featuring real employee stories, vlogs, and job opportunities.

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Outcomes & Achievements

BP’s campaign reshaped perceptions, making diversity and inclusion an integral part of its employer brand. The campaign’s bold storytelling, strategic placements, and interactive elements drove high engagement, increased job applications from women, and positioned BP as a workplace where women can thrive.

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