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John Lewis partners with diversity network Create Not Hate for new ‘Made in UK’ campaign

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By Sam Bradley | Senior Reporter

August 27, 2021 | 4 min read

British retailer John Lewis has teamed up with cross-industry diversity alliance Create Not Hate to run a new program opening up the creative industries to underrepresented young people.

rania robinson and trevor robinson

John Lewis has teamed up with Create Not Hate for a new diversity scheme

The retailer will be offering paid gigs to the ’best-performing participants’ once the scheme has ended.

What will the program involve?

  • The John Lewis-Create Not Hate scheme will create teams of young people, mentored by staff from John Lewis and Quiet Storm, to create a new marketing campaign that aims to reframe the meaning of ‘made in the UK‘.

  • That work will be unveiled in early 2022 and rolled out by Create Not Hate and John Lewis.

  • Claire Pointon, customer director at John Lewis, and Martin George, customer director at Waitrose, said: “We are committed to ensuring that our brands are inclusive and appeal to a diverse customer base that reflects modern Britain. It’s important that we are an inclusive employer that celebrates diversity, so our collaboration with Create Not Hate is an exciting step in the right direction.“

  • Trevor Robinson, founder of Create Not Hate, said: “We have an opportunity to create unique and exciting work with fresh-thinking young talent, and I’m thrilled that Create Not Hate is a part of that. I can’t wait to see how the synergy between us develops into what I know will be outstanding creative work.“

  • The Create Not Hate network, an organization set up by Trevor Robinson in 2007 to increase diversity in advertising and help young people into the creative sector, will be running the scheme; John Lewis will provide funding.

What will happen once the program is over?

  • John Lewis Partnership has said it will offer ‘a number of paid placements‘ to the best participants from the scheme once the partnership has run its course, with the aim of developing their skills further.

  • Ash Vinall, head of content and design at Waitrose, said: “Innovation and creativity are at the heart of our brand, so drawing on and supporting young up-and-coming talent from all parts of our society is essential for our future growth.“

  • Matt Richmond, director of content and design, John Lewis, said: “We are excited to find and foster undiscovered creative talent that is waiting to be found within our business and the wider community, and I can’t wait to see what we discover.“

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