NRMA - Proof of Action in Diversity, Equity, Inclusion

How to tell your stories in chapters as you write them




B2C, B2B, Film Led, Hero Film, Purpose Led, LGBTQI+, Indigenous Reconciliation


To keep people moving


The NRMA Group put people first. They know that delivering a great experience for their customers and Members starts on the inside. And when people look inside, they want them to see a culture that is richly diverse, where everyone is included and valued for their uniqueness, and where everyone has the opportunity to reach their full potential. How do they communicate this and get the tone right?


The NRMA have made great inroads into ensuring they move with the times. From hiring an Indigenous Engagement Manager who oversees their reconciliation action plan, to establishing their first employee led group to provide a support network for their employees who identify as lesbian, gay, bisexual, transgender or intersex (LGBTI+) as well as their allies.

& Solution

Our unique approach is to view the NRMA’s DE&I initiatives as a book that’s being written in real-time in chapters. The journey metaphor is really important as a communication device because it signals both intent, commitment and action so far. It also informs tone; by signaling to the audience that “we’re on a journey and we have a long way to go” they’re being humble and not chest-beating, and can’t be accused of rainbow washing or cultural appropriation.


Two of the chapters we’ve helped the NRMA share their story have been for their Reconciliation Action Plan and for their Shine Network to show their culture of inclusion during World Pride.


Working with the NRMA’s Indigenous Engagement Manager Di Ellis, we developed a film that would weave together three different stories into one beautifully cohesive narrative.
Telling the artist Bianca’s story, Di Ellis’s story surrounding her role, how she briefed the artist, and the story of the artwork interwoven with the connection to the NRMA reconciliation action plan.


For the inclusivity video we worked with many different team members from right across across the NRMA group. Each got to share how NRMA has gone beyond ticking the boxes on a diversity and inclusion checklist. They gave lived experience examples of how a culture of inclusivity makes it safe for them to bring their best selves to the team and the work. This brings to life the promise of the NRMA in the DE&I space of supporting everyone’s journey.


All developed in-house at 3rdspace, with long form films and short story versions for social and paid.


After screening the films for the first time to the board and senior team NRMA’s CEO Rohan Lund commented on how the films were such beautiful storytelling that brought the essence of the NRMA’s Inclusion and Diversity agenda to life beautifully. The film is now rolling out on social networks and the NRMA website driving very strong engagement and positive sentiment.

3rdspace acknowledges Traditional Owners of Country throughout Australia and recognises the continuing connection to lands, waters and communities. We pay our respect to Aboriginal and Torres Strait Islander cultures; and to Elders past and present.
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