Blog
Reflections on HP & Intel’s Pride Campaign: The power of tangible DE&I activity in the IT Channel
Written by Felicite Burke – Project Director at CI Group
The IT channel is a space that, like many industries, it is still working towards becoming as open and inclusive as it should be. And achieving that change requires not just words, but action – and consistent, visible and meaningful engagement. As CI Group closes out on our Pride Campaign executed this Summer with HP and Intel, I wanted to share why these kinds of campaigns are so vital, and the importance of corporate DE&I initiatives going beyond surface level.
Now in its third year, the Pride Campaign was designed to be not only be a celebration of LGBTQ+ identities, but also a driver of lasting, positive change in the IT channel’s culture. It was born from HP’s commitment to increasing active and visible allyship within the channel, and its desire for a campaign that would move the needle on inclusion.
Companies should care about DE&I – because, simply, creating an environment where people from all backgrounds can thrive is the right thing to do. This is especially important in sectors like tech, where LGBTQ+, women, and ethnic minorities remain underrepresented, especially at senior levels.
The presence of brands at events like Pride can have a real impact, demonstrating a visible message of ‘we stand with you’ to the LGBTQ+ community. However, to truly make a lasting difference, it is important for these initiatives to go beyond surface-level. The most meaningful campaigns are those that are backed by action.
From the outset, we worked closely with HP’s brilliant team to map out what was needed to meaningfully engage its colleagues and partners in ways that were impact-focused. We visited seven partners’ offices, bringing branded resources and ally pledge boards, and delivered Pride kits to many more – all with the purpose of creating spaces for genuine conversation, and involved people making public commitments to allyship, asking questions and building understanding.
On top of this, the campaign also included best practice sharing sessions with Pride networks and HR teams across partner organisations. We were also proud to support HP and Intel’s panel event, ‘In Conversation with Ella Morgan’, which was hosted to spark conversations around identity, LGBTQ+ visibility, and how we can drive inclusivity forward. Awareness is key, and these are examples of practical, education-led initiatives that help to drive culture change from the inside out.
At the London Pride event, HP’s float wasn’t just a corporate presence – because it was backed by these kinds of tangible actions that lay the groundwork for long-lasting impact, which continues to exist in the channel after Pride month ends.
In three years, the campaign has grown to a hugely significant event within the channel, and we’re now seeing the ripple effects. Increasing numbers of partners now request HP’s help to improve their own DE&I policies and cultures, and the Pride in London event surged in attendance from 2024 and included industry leaders like Microsoft.
As a marketing agency, we know firsthand how powerful external campaigns can be in shaping audience sentiment – but the true mark of leadership is when that visibility is reflective of a genuine, internal commitment to change. HP are a prime example of a company that go above and beyond in their DE&I initiatives, and their commitment to positively shaping their own culture as well as the wider channel’s. And so when it comes to reflecting these values externally, when done right, campaigns like Pride can help set the public tone for corporate responsibility and genuinely spark greater openness, increased education, and even lead to organisational policy shifts – making the industry a better place for everybody.
Delivering this campaign with HP has been a genuine pleasure both myself and everybody involved at CI Group, and a huge point of pride for us – not just because of the results we delivered, but also from knowing that our skills were used to champion such an important cause.
The impact from the Pride Campaign proves one thing: when a company invests in DE&I with real intent and marketing is rooted in authenticity and action, it becomes a powerful catalyst – not just for building positive brand perceptions, but for driving genuine culture change across the sector.