Introduction
This is a preview of our latest report - a deep dive into anti-racism in charity sector communications,
providing a comprehensive view of both the barriers and opportunities for progress. This preview will give
you overall conclusions - the full report is designed to provide insight, learning and practical
recommendations to help any organisation understand how racism shows up in a brand and what to do
about it. We have focussed on the charity sector for this first deep dive, because it makes up the majority
of Brand By Me’s clients, and therefore our learnings over the last few years.
We analysed content from the top 30 charities, according to Third Sector’s 2023 Charity Brand Index
survey, which measures public perception and awareness of the UK’s leading charities.
Throughout our analysis, we have used Harris Interactive’s sector descriptions for consistency and clarity,
only updating terms where appropriate (see thoughts on ‘Overseas’ and ‘Elderly’). We examined how anti-
racist the brands’ communication is, across key channels, as described in our methodology.
Brand By Me commissioned its Research Lead and founder of Luminance Insight, Theresa Jones, to carry
out this research on anti-racist messaging and imagery within the charity sector, working alongside our
founder, Collette Philip.
Brand By Me is an award-winning brand and strategy consultancy, building social justice and anti-racism
into brand and communications.
Luminance Insight exists to shine a light on nuanced experiences from marginalised communities, allowing
organisations, brands and service providers to better understand their audiences.
Introduction