COI unveils arm to help Government communicate with minority groups

COI Communications has beefed up its Strategic Consultancy Unit, which advises the Government on the best media mix for campaigns, with the launch of an “inclusivity” division. The division will set out to improve the effectiveness of Whitehall’s communications strategy when targeting ethnic minorities and the disabled.

This is one of the first major changes announced to the COI’s communications strategies since the appointment of Alan Bishop as the chief executive. The Strategic Consultancy Unit was set up in 1999 by his predecessor, Carol Fisher.

A spokeswoman for the COI says: “The COI already has experience in targeting hard-to-reach markets, but as the UK demographic changes, this will become increasingly important. Inclusivity is important because there is a need for COI campaigns to reach markets that are not usually targeted by the commercial sector.”

According to the COI, the creation of the Inclusivity Unit has also been triggered by the expansion of the European Union. “This will mean that more people, particularly from Eastern Europe, will have the right to live and work within the UK and the Government will need to communicate with those people,” adds the spokeswoman.

The Inclusivity Unit will also analyse various COI research projects that have taken place in recent years, to provide a comprehensive picture of specialist markets in the UK.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here