Global non-profit organisation appoints the lorries to promote diversity drive in visual effects, animation and games industries
LONDON 09 July 2019 – Red Lorry Yellow Lorry has been appointed as the worldwide PR agency for ACCESS:VFX, a global non-profit organisation focused on driving inclusion and diversity in the visual effects (VFX), animation and games industries.
An industry-led coalition of 40 leading media and entertainment companies, ACCESS:VFX was established to encourage diversity under its four pillars of Inspiration, Education, Mentoring and Recruitment. ACCESS:VFX has united over 100 passionate people (many from competing companies) who have run more than 50 events and reached 3500 potential future employees of primary school age and above in more than 19 UK cities.
ACCESS:VFX founder and chair Simon Devereux said: “The UK’s VFX industry is estimated to be worth more than £1 billion a year to the UK economy, yet is currently 85% white and only 27% female. We need and want more diverse talent to join our sector. We want to raise awareness and create an environment where talent can thrive, and everyone can come in and feel they are represented.
“Red Lorry Yellow Lorry is deeply entrenched in the media and entertainment industry, and they immediately understood our vision and ambition. With their contacts, content development skills, and visual effects experience, we are in very capable hands,” added Devereux. The lorries will provide strategic/branding advice, content development, social media and media relations expertise to promote key ACCESS:VFX initiatives and news – such as its Slack mentoring scheme, industry apprenticeships and awareness-building events.
Rob Ettridge, partner and chief client officer at Red Lorry Yellow Lorry, added: “Like many industries, the visual effects sector suffers from an alarming lack of diversity. Under its See It, Be It philosophy, ACCESS:vfx is not just ticking the diversity box but implementing practical initiatives and support to deliver long-lasting awareness and change. We’re delighted to be involved.”
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