This project redefined perceptions of women in the Ministry of Defence (MoD) by showcasing dual portraits—highlighting both their professional roles and personal identities.

By featuring high-ranking women like General Dame Sharon Patricia Moffat Nesmith, Vice Chief of the Defence Staff, alongside rising talent, the campaign successfully challenged stereotypes and opened up important discussions about gender diversity, encouraging a shift in internal culture.

This approach serves as a model for industries aiming to promote inclusivity and change perceptions from within.

The Challenge

The defence sector has long struggled with outdated views on women in tech roles, which makes it difficult to attract and retain female talent. MoD’s public image and sensitivity required a careful approach to drive change.

Goals

– Encourage Self-Expression: Allow women to express both their professional and personal identities.

– Provide Role Models: Highlight diverse female leaders to inspire and guide others in the organisation.

– Enhance Internal Culture: Create a more inclusive environment where individuality is celebrated.

– Create a Visual Symbol: Provide a unifying moment that sparks conversations about gender equality and diversity.

– Inspire Leadership Commitment: Encourage executives to commit to meaningful change for women in the organisation.

Featuring Inspirational Women

The campaign featured some of the most influential women in the Ministry of Defence, including General Dame Sharon Patricia Moffat Nesmith, alongside emerging talent. By presenting these leaders in both formal and relaxed portraits, the project shattered stereotypes about what women in defence “should” be like. These personal portrayals invited a more open and inclusive view of leadership and allowed people to see the depth and complexity of women’s roles in the organisation.

Sane Seven’s Approach

Authentic representation was key. Traditional military portraits often reinforce rigid stereotypes, so we shifted this narrative by creating two portraits for each woman. One was formal and professional, representing their leadership role, while the other was relaxed, showing their off-duty selves. This duality revealed the full scope of their identities, breaking the conventional image of women in the military.

By collaborating closely with Caroline Bellamy, Chief Data Officer at the Ministry of Defence, the project was aligned with the organisation’s goal of promoting cultural transformation. The involvement of high-ranking officials allowed the project to resonate deeply within the organisation.

Activation: Internal Exhibition

The project culminated in a high-impact internal exhibition, with the images displayed on a massive 2x4m LED wall, accompanied by inspiring music. The event was attended by top executives and generals, reinforcing the importance of the message. A panel of women, including participants from the project, discussed their concerns about the barriers women face in the organisation and what changes were needed to make them feel more valued. The exhibition and panel discussion brought together all stakeholders, creating a rare opportunity for open dialogue about gender diversity and equality.

Outcomes and Impact

The internal exhibition set a new standard for how organisations can visually and symbolically support diversity and inclusion. It demonstrated that thoughtful, authentic representation can drive meaningful change and serve as a model for other initiatives.

Caroline Bellamy, who initiated the project, praised its ability to ignite critical conversations at the highest levels of the organisation. The campaign became a catalyst for further discussions around gender equality, helping MoD leadership better understand the challenges women face.

The project:

• Helped humanise top leaders, making them more relatable and approachable.
• Encouraged senior leadership to take a more active role in addressing gender diversity.
• Sparked ongoing conversations that laid the groundwork for future diversity initiatives.

By challenging norms while respecting MoD’s culture, this project bridged traditional expectations with modern representation, showing that women can be both strong leaders and authentically themselves.

Call to Action

This project serves as a powerful example of how thoughtful representation can drive meaningful cultural change. Organisations seeking to challenge outdated norms and foster a more inclusive workplace can look to this approach as a model. By creating spaces where individuals are seen and heard, businesses can promote lasting change and inspire leadership to make diversity and inclusion a top priority.