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Research + Strategy

Research + Strategy
The communications guide to attracting women (including non-binary individuals) and those from an ethnic minority background to early careers in tech.
Research + Strategy

The Challenge

Penna entrusted us with the task of uncovering the reasons behind the lack of applications from female, non-binary, and ethnically diverse candidates for early-career positions in tech at His Majesty's Government Communications Centre (HMGCC).

The Innovation

We conducted a series of video diaries and collaborative online workshops to deep dive into the barriers and challenges individuals, who identify as female, non-binary, and those from an ethnic minority background, face when considering early careers in tech.

The Impact

We delivered a comprehensive research debrief which enabled us to capture the perspectives of individuals and communities whose voices had not been widely represented before, in what was described as a ‘unique and engaging way’.

The valuable insights gleaned took Penna on a transformational journey that has left an indelible mark on their approach to cultural research and played a pivotal role in refining HMGCC's outreach strategy, aimed at fostering greater diversity within their early careers talent pool.


Want some research done? Some strategic direction? A creative execution? Or maybe you just want to get the convo going. We’re here, so give us a shout.

What are you interested in?
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