The Diversity Standards Collective

16/12/2025

🚨 Warning: more Christmas ads you probably didn’t realise were checked by communities first…

Yep — The Diversity Standards Collective has been doing this for five years now.

Christmas ads are some of our favourites to support. Why? Because the festive season doesn’t look the same for everyone.

From different socio-economic backgrounds and ethnicities, to understanding how Christmas is experienced across cultures, the nuance, texture and lived experience our communities bring is always beautiful to see come to life on screen 🎄✨

This work is never about box-ticking.
It’s about listening, learning, and making sure representation feels real. ⭐

So here’s another festive spotlight on some of the brilliant brands and agencies we’ve worked with over the years:

✨ (by ) — 2025
✨ (by ) — 2024 (yep, two years in a row)
✨ (by ) — 2023
✨ MAXX (by ) — 2021
✨ (by ) — 2020

Always grateful to the brands and agencies who trust our communities — and who care about how their stories land, especially at a time of year that means so much, in so many different ways ❤️

More inclusive creativity.
More cultural understanding.
More magic on screen 🎁✨

11/12/2025

🎄 5 Christmas ads you didn’t know were checked by our communities first…

I bet you didn’t know that some of the Christmas ads you’ve been watching not just this year, but over the last five years were checked by our community before they ever went live.

Every Christmas, The Diversity Standards Collective works away like busy little elves, helping some of the biggest brands and agencies make their festive campaigns more inclusive, more relatable, and more reflective of the communities they want to reach.

Most people probably didn’t know we were involved. And honestly, we’ve always been happy to stay behind the scenes.

But this year, we want to shine a light on the brands and agencies who are doing the work, listening, learning, and putting community insight at the heart of their storytelling, rather than the ones who aren’t.

So here’s a little festive spotlight on some of the brilliant teams we’ve worked with on Christmas ads over the past five years 🎄✨

✨ Tesco (by )
✨
✨ (by .uk.agency )
✨ (by )
✨ (by )

Thank you for trusting our community and for championing more inclusive storytelling not just at Christmas, but all year round.

Here’s to more representation, more warmth, and more meaningful creativity in 2025. 🎁❤️

03/12/2025

This was our MOST challenging Community Ad Check ever. Connecting an agency with creatives who’d lived through conflict - including in Palestine.

Ace of Hearts came to us knowing that their Christmas Save the Children UK story couldn’t be told from the outside looking in. They needed lived experience at its core. They wanted honesty, not assumptions, reality, not imagination.

We all knew it was sensitive.
We all knew it would be difficult.
But we also all knew it was necessary.

Seven days later, The Diversity Standards Collective was hosting a Community Council with community experts, some who had lived through conflict. Their lived experience and professional insight shaped every layer of the creative. Action. Wardrobe. Art direction. Location. Ace of Hearts’ idea to flip consumerism on head sat at the centre, and around it, every cultural detail was scrutinised to ensure it felt true, not staged, even down to the request by consultants that no military faces be shown, keeping the focus where it truly belongs: on those in need.

Every detail handled with accuracy. Every insight treated with respect.

The result? A piece of work that doesn’t just depict a story, it honours the people living it.

I have to say i was blown away by Ace of Hearts.

A new agency with a new energy for what real inclusion looks like. No matter how hard.

This gives me hope for our industry yet...

“Working with The Diversity Standards Collective was an incredibly important part of an incredibly important project for us. As an industry, we have a responsibility to ensure stories of human crisis are told with authenticity and respect - not through our assumptions, but through the voices of those who’ve lived these realities.” - Polly McMorrow - CEO Ace of hearts.

07/10/2025

Easy win to get Disabled representation right!

The Diversity Standards Collective
Insight from DSC community Research - 2025

30/10/2023

You can also follow on Instagram to see more.

Join the collective of people across the country who are having their say on how they are represented in advertising and marketing and getting paid up to £20 per review.

26/10/2023

Come join our collective

Join the collective of people across the country who are having their say on how they are represented in advertising and marketing and getting paid up to £20 per review.

28/11/2022

Can we please take a moment for Letitia Wright in 😍

👉🏾Want to help create authentic representation of your community and get paid for it? Drop us a message or head to the link in our bio to find out more.


[ID: A Black Woman is smiling holding an award. She wears a white suit jacket, Text reads “That feeling you get when you see someone on tv who looks like you”]

21/11/2022

Believe it! Head to the 🔗 on our profile, become a Collective member and get paid to help create authentic representation of your community.
[Image description- A person with long dark hair tied up and facial hair is looking to the side with a look of shock on them. The text reads: The DSC pay you to do surveys" "Can you believe"

17/11/2022

Happy Trans Awareness Week!

Meet Fox (he/they), DSC Consultant, Illustrator, Artist, Author, Filmmaker and co-creator of the My Genderation project, creating 100+ short films.

Fox's artwork will undoubtedly blow you away, which shares Trans awareness and all the Trans Joy you could want. Not only that, Fox share's their story through short videos, which will have you smiling, crying and laughing all at the same time.

We ❤️ you Fox.
[Video description- A person wearing a cap holding a balloon has tattoos up their arms. The text above them reads, "this is my voice on T:]