Loud & Proud Project Podcast

Why

To increase awareness and understanding of NAB’s commitment to LGBTI+ inclusion and diversity in an authentic, meaningful and unique way.

What

By creating a first of its kind podcast, focused on helping LGBTI+ people find a sense of belonging within their community and at work - through storytelling.

Who

For NAB’s LGBTI+ employees and allies and the whole LGBTI+ community especially those in rural and regional areas.

Challenge

NAB has a strong LGBTI+ inclusion and diversity focus within their organisation and in the community. They’re passionate about the fact that people who are out in supportive workplaces are more creative, loyal and productive (UK Stonewall). And saddened by stats like 62% of millennial LGBT graduates going back in the closet when they start their new job (The Human Rights Campaign).

So, they tasked us with helping them create something new, something that could change culture, cross geographical borders and authentically support and strengthen LGBTI+ people by exploring the importance of bringing your whole self to work.

"We tasked Aesthetic with a quite complex, almost impossible problem to solve and they came back with The NAB Loud & Proud Project. From the moment the idea was born to producing the first season, Aesthetic have been passionate, focused and flawless in their creativity and delivery. As an agency partner, they share our commitment and drive to making the world more equal and inclusive through meaningful and effective projects."

Lisa Wade, Chair NAB Pride, NAB

Solution

And so, the Loud and Proud Project was born. A multi-season, NAB produced, first-of-its-kind podcast grounded in authentic storytelling.

Because when people tell their story, they give a little piece of themselves as a gift. When they share their story, we start to build a collective anthology that binds us together, strengthens us as a community and builds a sense of belonging.

The Loud & Proud Project will:

Gather

Through a curated editorial process engaging the community, we bring together a diverse group of people locally and globally to candidly share their stories exploring what it means to bring your whole self to work.

Share

We broadcast these stories via our podcast to support and strengthen the LGBTI+ community, celebrate and foster inclusivity in the workplace and send the message to the whole community that – you’re not alone.

Outcome

Season 1 launched on Wednesday 15^th January 2019 on Spotify and Apple podcasts – supported by a social media campaign, radio campaign and activation at Midsumma Festival.

The metrics to date have been very exciting:

To date the podcast has totalled 3,176 listens
Rating 5 out 5 on Apple podcasts with 53 ratings
Featured in “Out Leadership” magazine
12% of podcast listens occurred outside of Australia and 20% of listens occurred in Brisbane and Perth (hitting our objective to broaden our audience outside of metro Melbourne).

Snapshot of podcast reviews

5 out 5 – A valuable and unique perspective.
This podcast is really good content. It helps bridge the divide between individuals and their workplaces. It’s clever, respectful and intelligent. Thanks for making it

5 out of 5 – Representation is so important.
It makes me proud to see LGBTIQ folks can finally be themselves in more and more places. I love how the podcast shows that.

5 out of 5 – Amazing representation.
What a great way to hear real stories from real LGBTI folks in Australia. Love it!

The success of Season 1 has paved the way the production of Season 2 and 3 – stay tuned!