Lesson number one: if you're still using the word "woke", there is a high probability that you and your brand are not. Audiences are demanding that brands and advertisements be more inclusive, representative, and diverse but doing this as merely a performative act will bring adverse consequences. This presentation will discuss the potential pitfalls of attempting to answer the call for inclusivity and how to avoid them in a campaign. To summarize, how to reach beyond shallow attempts at diversity for quick wins and make inclusion part of your brand's DNA. The presentation will look at various brands' wins and fails including the speaker's first-hand experience in bringing diversity to one of the least diverse industries — stock media.