Our aim is to work towards 20% of the total young talent that enters our industry each year to come from black, Asian, minority ethnic (BAME) backgrounds 20% of leadership roles represented by black, Asian, minority ethnic (BAME) talent Our young Ambassador team are all role models and rising stars. They have each made a personal commitment to help with targeted messaging to young people about careers in our sector. Our Advisors are leaders in their chosen specialist area of Marketing, PR, Media, Communications and Sports Marketing. They champion the Ambassadors and help ensure that our initiatives are taken into businesses. We regularly publish case studies through our ‘Where are they Now’ series and run mentoring and reverse mentoring programmes. We have very active News & Careers pages and in August 2020 launched No Turning Back. In January 2021 we launched our Jobs Zone for Early Careers entry level + career roles. The site is free to companies that are committed to increasing the diversity of their work force. In January 2021 we also launched our Outreach programme about careers in marketing, pr and sports marketing to schools and colleges across the UK that have a high % of pupils from lower socio economic backgrounds. Our co- founders Amanda Fone and Adrian Walcott have led from the front on Inclusion and Diversity conversations since our launch at Google in July 2016. Their businesses f1 recruitment and Brands with Values support the movement by contributing 40% of their annual profits. This is a long term programme committed to sustainable change. In 2021 we transitioned to being known as No Turning Back 2020.