A conversation with India Hill
At GottaBe! Ethnic, we believe inclusion isn’t optional; it’s essential to creating communications that connect authentically. That’s why we’re excited to welcome India Hill, Senior Marketing & Communications Manager at Football Beyond Borders (FBB), as a speaker at this year’s Everyone Doing It Together event.
India has led record-breaking PR campaigns, transformed FBB’s branding, launched a national taskforce, and created communications that amplify youth voices. Before joining FBB, she wrote the digital strategy for Jeremy Corbyn’s 2024 election campaign, worked with youth democracy charity My Life My Say, and consulted for brands such as Nike, Audible, and Tesco.
No “Typical Day” in the Role
For India, variety is part of the job:
“The best thing about my role at FBB is that there’s no such thing as a “typical day.” My work is varied, vibrant, and broad, one day I might be based in our Brixton HQ, the next I could be in schools working with young people or running events across the country.
As Senior Marketing and Communications Manager, I’m responsible for how FBB shows up as both a non-profit and a youth brand, online and in person. This includes leading our organisational comms strategy, shaping our visual identity and tone of voice, and generating campaigns that bring our mission to life. I work closely with our content lead to create storytelling that passes the mic to our young people, and with our schools programme team to refine our approach to schools marketing, ensuring we reach time-pressed senior leaders with compelling evidence of our impact.
I also support recruitment campaigns with HR, partnerships activations, and attend events, talks, and conferences to represent FBB. On any given day, I could design a deck, deliver a workshop, or create resources, always alongside a brilliant, energetic team. And whenever I can, I get into schools to build relationships, capture content, and stay close to the heart of our work: young people.”
A Campaign to Remember
When asked which campaign stands out, India points to FBB’s This Is My Pitch for the Women’s Euros:
“It’s hard to choose, because I’ve loved every campaign I’ve worked on at FBB, but a real highlight, not just here, but in my career overall, was our Women’s Euros campaign, This Is My Pitch.
The idea was simple but powerful: what if we created a campaign that gave teenage girls the space to see themselves not just as players, but as writers, dreamers, and co-creators of the future of football? That vision came to life in ways that were moving and inspiring.
We produced a short film capturing the everyday magic of FBB, how our practitioners build trusted relationships and unlock a love of the game, and paired it with a beautiful campaign. We hosted a watch party and audio-visual exhibition, gave teenage girls the platform to share their “pitches” for the future of women’s football, and culminated in a live Euros screening.
Alongside the creative elements, we delivered our biggest-ever paid social push and secured record-breaking PR coverage. For me, it was a campaign that combined creativity, youth voice, and cultural relevance, everything I believe comms at FBB should be.”
Where Brands Go Wrong
On what brands often miss when trying to engage diverse young people, India doesn’t hold back:
“I think the biggest mistake brands make when trying to engage diverse young people is assuming they know them, without ever actually speaking to them. Too often, campaigns are based on assumptions, generic data, or fleeting trends rather than real consultation. Since joining FBB, I’ve been struck by how many brands struggle to build genuine rapport with young people, often coming across as patronising or creating work that speaks for them rather than to them.
Another common pitfall is treating both “young people” and “diversity” as monoliths. Perhaps it’s obvious that the life, interests, and cultural context of a working-class white boy from the Wirral will look very different to those of a working-class Black girl from South East London, but what brands often overlook is that there are just as many cultural and contextual nuances within communities too. The experiences of young people of South Asian descent, for example, can vary widely depending on whether they grew up in Essex, Southall, or Bradford. Recognising and respecting these differences is crucial if brands want to create work that feels authentic and genuinely resonates.”
Practical Advice for DEI in Comms
India’s advice is clear:
“My biggest piece of advice is: let research guide you. Every decision should be grounded in up-to-date qualitative and quantitative data wherever possible. Lived experience is also essential and if you don’t have it yourself, speak to those who do. That’s the only way to ensure your campaigns genuinely resonate.
Stress-test your ideas with a broad range of people before launching. Getting feedback from diverse perspectives will highlight blind spots and reveal audiences or intersections you may not have considered.
Finally, be intentional at every stage of campaign development. From concept through to casting, question your choices and be able to justify them. Anticipate criticism and refine accordingly. That process of reflection and accountability is what makes campaigns not only more inclusive, but more impactful.”
Who’s Doing It Well?
Rather than spotlighting big brands, India is inspired by smaller organisations:
“Honestly, I kind of hate this question. Too often, “inclusive marketing” from big brands boils down to a one-off campaign — usually the result of a particular creative team — rather than a sustained commitment. Scratch beneath the surface and you’ll often find brands with plenty of skeletons in their closets. And many of the names that get praised for inclusive campaigns are also on various boycott lists, so I’m not going to name-drop them here.
I’m much more inspired by smaller organisations and start-ups. My Life My Say, for example, is a youth-led charity that meaningfully consults with young people from across the country to design campaigns rooted in lived experience. In fashion, I really admire London-based designers Sinéad O’Dwyer and Hadiyah Hussain. Sinéad consistently features models with visible disabilities on her runways and both she and Hadiyah design for a wide range of body types. Their social content feels joyful and affirming — not as a box-ticking exercise, but because inclusivity is at the heart of who they want to wear their clothes.
Ultimately, every brand has more work to do. One-off stunts aren’t enough. Inclusive marketing needs to be intentional, consistent, and embedded in every stage of the process. That means working with specialists to ensure everything — from casting and concepts to props and locations — accurately reflects the world we live in.”
Why India Said Yes to Everyone Doing It Together
India shares three reasons:
“I said yes for a few reasons. Firstly, I want to challenge myself to speak more openly about my work. I’ve built up valuable experience over the course of my career, but I often default to staying behind the scenes as a marketer and producer. Even though I’m a confident speaker, I’ve usually passed on opportunities like this because I felt others were better placed to take the spotlight. This year, I want to step into that space myself.
Secondly, I love connecting with people at events like this. In the past, I struggled with social anxiety and undervalued what I could bring to the table, but I now understand the power of building networks, especially as diverse professional. Change happens when we empower one another, and I want to be part of that.
Finally, I feel more confident than ever in my vision for my career and proud to be working somewhere with a mission that inspires me every day. Speaking at Everyone Doing It Together 2025 is not just about sharing what I do, but also about continuing to grow as a professional.”
What She Hopes Attendees Take Away
India sums it up perfectly:
“I hope attendees take away whatever they most need from the panel, whether that’s motivation, inspiration, a sense of hope, a sharper critical lens, a deeper understanding of young people, or simply validation of the work they’re already doing.
For me, the best panels don’t just provide neat answers; they spark ideas, open up new perspectives, and act as a catalyst for how people think about their own practice. If our discussion helps even one person leave with a renewed sense of purpose or a fresh way of approaching their work, then it’s been worthwhile.”
Want to hear more from India and other industry leaders? Join us on Thursday 16th October 2025, at The Trampery in Shoreditch, London, for Everyone Doing It Together 2025. Expect honest conversations, fresh ideas, and practical insights on inclusion in marketing and communications.
Click here to register and secure your place!