Case study: Red Cross diversity audit

To ensure that it was living out its diversity mission statement, the Red Cross undertook a diversity audit in 2004 with over 200 staff and volunteers. This audit asked a range of questions about the Red Cross and its effectiveness in attracting and supporting minority groups and in being an equal opportunities employer. The results helped to develop a ten-point action plan to enable the Red Cross to become more able to promote and practice its commitment to diversity.

These points included addressing the needs of three groups who were under-represented in the Red Cross, having clear leadership on diversity and finding ways to ensure that it was mainstreamed. The action plan also suggested a project dedicated to developing the diversity of the Red Cross and the development of a diversity policy.

One key suggested outcome from the audit was the Living Diversity Project. The objectives of this project are to widen the representation of staff, volunteers, and service users from diverse backgrounds such as young people, disabled people, people from black and minority ethnic groups.

The Diversity Project has a Co-ordination Group of Board members and senior managers to encourage the diversity agenda from top down and to ensure that policies, processes and services are not exclusionary.

Other practical examples include diversity and First Aid products being produced in picture to avoid issues with literacy or with language and ensuring that the retail shops have products which people in the local communities would find useful and applicable to them, to display them in a way which would appeal, and to have an open and appreciative culture in the shops.