Advertising to ethnic and multicultural audiences
Reach Britain’s multicultural communities, properly. Our founding specialism.
Britain’s ethnic and multicultural communities are one of the largest and fastest growing audiences a brand can reach, and one of the most commonly mishandled. The smartest campaigns do not simply translate a mainstream message, they transform it for the community they are speaking to.
That is the work Ad Diversity was built to do. Our founder, Vickram Sembi, started out reshaping outdoor advertising for Asian businesses and brands wanting to reach Asian audiences, and finding ethnic audiences through advertising has been our specialism ever since. We reach South Asian, Black British and other multicultural communities through the media they actually consume, planned around cultural insight rather than assumptions.
Around 16% of the UK population is from a minority ethnic background and rising (ONS, 2021 Census), an audience with significant and growing spending power. Reaching it well is not a box to tick during a heritage month. It is a genuine growth opportunity.
FAQs
Do you only plan campaigns aimed at ethnic audiences?
No. Multicultural planning is our founding specialism, but we plan across national and local audiences too, and we often combine mainstream reach with the precision of community channels in a single campaign.
How do you decide which communities and channels to focus on?
It starts with your objectives and the audience you need to reach. Drawing on 18+ years of specialist experience, we identify the communities that matter to your brand and the specific media they consume, then build a plan around the channels that will genuinely connect.
Can you plan a campaign that combines national, local and ethnic audiences?
Absolutely. This is our specialism and we can plan a campaign with as specific an audience as you need.
What audience data do you use to plan campaigns?
We have access to a range of data sources, and which ones we use will vary depending on who we are trying to reach. Our sources include ONS, Route, BARB and RAJAR among others.
