RESHAPING
THE CREATIVE BRIEF

Explore The Checklist
WHAT IS THE A.S.K.

A tool Designed to question and improve the foundation of the briefing process to make it inclusive of the Bipoc community

Plug and play into any brief template

Informs the entire briefing process

Practical and actionable today

ANALYTICS

Is your data BIPOC-BLIND or BIPOC-built?

  • Is the data you have, accurate, reflective of BIPOCs, and free from inbuilt biases?
  • Have you commissioned research specific to the community you are targeting?
  • If unable to procure accurate data, what steps have you taken to reach your conclusions?

SQUAD

Is your SQUAD BIPOC-STRONG OR BIPOC-SIDELINED?

  • Do you have BIPOC creatives working on the campaign who can accurately and authentically bring creative to life?
  • Have BIPOCs been involved in the brief approval and sign-off process?
  • Have you fostered a team environment where BIPOC team members feel safe and heard when expressing concerns?

SQUAD

Is your SQUAD BIPOC-STRONG OR BIPOC-SIDELINED?

  • Do you have BIPOC creatives working on the campaign who can accurately and authentically bring creative to life?
  • Have BIPOCs been involved in the brief approval and sign-off process?
  • Have you fostered a team environment where BIPOC team members feel safe and heard when expressing concerns?

KINDLE

Is your CREATIVE BIPOC-WOKE OR BIPOC-WEAK?

  • Do you incorporate authentic narratives and experiences resonates with their lived realities?
  • Are you potentially perpetuating stereotypes with your casting choices?
  • Have you vetted accents, expressions, colloquialisms used in the work to ensure accuracy and authenticity?

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