Co-op is showcasing its work with community causes and social mobility in a bold new out-of-home campaign created to mark National Inclusion Week.

The new campaign features a set of out-of-home works located in busy areas in Manchester and Liverpool, and will also be shown across social media channels like Meta, TikTok and Reddit.

The work is designed to build on Co-op’s “Owned By You, Right By You” brand platform which highlights the strength of community through co-operation. It highlights how Co-op’s Local Community Fund has donated over £108 million to 40,000 local community causes since its inception in 2016.

The funds help tackle key issues such as access to food, mental wellbeing, and grassroots support.

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The activity supports the retailer’s new ‘Social Mobility, Inclusion and Belonging’ strategy, which aims to boost ethnic minority representation in leadership roles by 2030.

As part of the strategy, Co-op plans to increase the representation of ethnic minority colleagues in senior leadership roles from 9% to 11% by the end of 2027.

It also aims to increase ethnic minority representation from 8% to 10% in wider leadership roles by the end of 2025 and to achieve 13% by 2030.

“This National Inclusion Week, like every other week in our 180-year cooperative history, we’re championing the differences that make us and our communities stronger,” Co-op chief customer and membership officer Kenyatte Nelson.

“This campaign proudly reinforces our co-operative values of equality and solidarity. We’re committed to fostering an environment where everyone feels valued and respected.

“Through this work we hope to inspire others to embrace diversity and work collectively towards a more inclusive society. Together, we can create lasting impact and build stronger, more connected communities.”