Tolerant Britain is a pivotal one-of-a-kind initiative conceived in 2019 by not-for-profit organisation, Just Humanity.

Launching in September 2020, it’s a movement that calls for a more inclusive society.

Today, more than ever, there’s a loud-and-clear cry for change. Our aim is to reinforce diversity and inclusion as the standard. We look to address it through meaningful dialogue via channels that resonate, moving hearts and minds. To do that, we’ll need to connect with every member of British society where they are.

Our Mission

Tolerant Britain is a call to change minds, change behaviours and ultimately get rid of the intolerances that are holding back the country.

Impact

ON BRITISH SOCIETY
We don’t need to point out the divisions affecting our society today. Solution? Not plasters or promises, but real acceptance.

To get there, we’ll need a conversation that’s thought-provoking, sensitive and sensible.

British Business

We know that diverse organisations succeed. Businesses with strong Diversity and Inclusion values attract the best talent, are often prioritised in bidding processes and produce loyalty both with employees and customers. Sounds like a winning combination, doesn’t it?

Over the last few months we have markedly appreciated the value of those playing traditionally underpaid and underappreciated roles in our society. Overnight, the frontline and backend workers who make our day-to-day life possible, particularly the NHS, have become the real heroes of 2020 - we now see that our country would grind to a halt without them. There is a real opportunity to harness the current positive mindset and validate the value of those that keep the country going.

Conversely, the sad news from the US and subsequent raising of issues around racial inequality has quite rightly impacted British society too. Looking at these two current awakenings – it becomes obvious. We can’t wait for intolerances to resolve themselves. We need to take steps toward meaningful change now.

Concept

Conceived as a movement in 2019, but building as an idea long before, Tolerant Britain is the brainchild of the philanthropist Dr Tabassum Khan who founded Just Humanity Ltd to spearhead change on a global level. His origins in medicine, psychology and economics have been the springboard that powers a relentless passion to make the world a fairer and more inclusive place. Born in Pakistan, he comes from a heritage where the destructive impact of intolerance significantly affects all levels of society. Dr Khan’s determination for acceptance spans not just his homeland, but wherever prejudice exists.

Say Hello To ‘IRTA’

IT’S ACRONYM TIME

The heart of the strategy lies in the ‘IRTA’ marketing model. Inspired by the classic ‘AIDA’ sales framework, it’s designed to lead audiences from initiation to behaviour change.

• 

  Introduce
  the situation
  to people

• 

  People begin
  to recognise
  the issue

• 

  People start
  to Think
  differently

• 

  
  People Act
  differently

As a business, you’re well used to adapting to stay relevant. Here is a socially responsible opportunity to realise your corporate brand values whilst staying ahead of the news agenda. By aligning with us as partner and ultimately, investor, you’ll be getting in on the ground floor of what will become a global rollout alongside other forward-thinking organisations who also see the significance of this country-wide step change.

Unlike many CSR initiatives, Tolerant Britain encompasses all people - but we’d be glad to chat about how we can specifically reach your target audience, no matter how niche.

We know this will take time and a regular cadence of messages that continue to evolve the conversation. Changing notions and practices won’t happen overnight, no matter how many clever campaigns we produce. So, in seeking investors we’re ideally seeking long term partners. But if that’s not where you are, no problem. We believe there’s a role to play for every organisation in the UK, every person. And piles of brand recognition to be gained.

If you’re game, let’s have a chat.