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This comment piece argues that brands shouldn’t need rewards to be inclusive.

Holland & Barrett won Transport for London’s “Women We See” gender diversity competition last week for its Me.No.Pause campaign, with a prize of £500,000 worth of free digital and OOH space across the transport network.

The author praises the work from agency Pablo which aims to tackle the taboo around the menopause and portrays a diverse group of older women. They state that Holland & Barrett would have made this campaign anyway, but question how many of the other 90 entrants will go on to fund their pitches for the award.

TfL’s customer director Chris MacLeod is quoted suggesting that a lack of inclusive advertising is not a result of prejudice on the part of brands but rather nervousness around whether choosing potentially controversial topics is “good for business”, and hopes that the award will “demonstrate it can be.”

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