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Top 6: March 11th 2020
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Tesco: About Time, 1
Top 6: March 11th 2020
Tesco has announced that it has introduced a new range of fabric plasters that are available in three skin tones - light, medium and dark - to better represent the nation. This important step sees the new plasters go on sale in Tesco stores nationwide and online from today, February 24th, at a price of 1pound. Tesco developed the plasters after a colleague spotted a now-viral Tweet, which described the emotional response one man had the first time he used a plaster that matched his skin tone.
Agency: BBH, London The Tweet prompted a flurry of comments from other Twitter users, highlighting how significant the issue of representative plaster tones is for those in Black, Asian and minority ethnic (BAME) communities. The product idea was quickly brought to the attention of senior members of the Tesco team and accelerated to launch. The development of the new plasters was also supported by the ‘BAME at Tesco’ internal colleague network, who believe this is a real opportunity to make a difference in the lives of customers. The BAME at Tesco network aims to make a positive impact on colleagues and customers by raising awareness of diversity, culture and inclusion within Tesco. They contributed to the project by coordinating testing the product with colleagues and gathering feedback, as well as having a say in the final design of the product. Tesco hopes this launch will encourage other supermarkets, and retailers, to follow suit and offer a more diverse range of plasters for their customers.
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