Lloyds: Disability Means Business

How do you show up authentically for Disabled entrepreneurs?

Lloyds Bank wanted to do more than talk about inclusion.

They set out to champion Disabled entrepreneurs, raise awareness of its support programmes and establish itself as a genuine leader in inclusive business.

The challenge was ensuring that support for Disabled founders felt authentic, community-led and rooted in real experiences.

The Challenge

Disabled entrepreneurs face unique barriers when starting and growing businesses, yet their stories are often overlooked.

Lloyds wanted to spotlight these founders and demonstrate its commitment to supporting inclusive entrepreneurship. To do so, the brand needed to move beyond sponsorship and create something that would genuinely resonate with the disability and business communities.

What We Did

Purple Goat produced the Disability Means Business event, bringing together creators, entrepreneurs, advocates and industry voices to celebrate Disabled founders and explore the future of inclusive business.

To amplify the event, we partnered with six creators across Instagram, TikTok and LinkedIn, capturing authentic content and conversations throughout the experience. Adding paid social campaign activity extended the reach of the strongest-performing content through creator handles, ensuring the stories reached new audiences.

By combining a mix of macro and micro creators, the campaign balanced scale with credibility and fostered deeper engagement within the community.

Why It Worked

The campaign succeeded because the community believed in the message.

Beyond the contracted creator activity, seven panellists shared content organically, extending the campaign’s reach and demonstrating genuine enthusiasm for the event and its mission.

This organic advocacy helped position Lloyds not simply as a sponsor, but as a committed supporter of Disabled entrepreneurs and inclusive business.

By putting founders and lived experience at the centre of the conversation, Lloyds built trust, strengthened community connections and established itself as a champion for disability inclusion in entrepreneurship.

Results

The event generated significant community support and engagement, with organic advocacy amplifying the campaign far beyond its original scope.

Seven panellists posted content voluntarily, increasing reach and reinforcing the authenticity of the initiative.

Through creator partnerships, paid social amplification and community-led storytelling, Lloyds successfully strengthened its position as a brand committed to supporting Disabled entrepreneurs and driving greater inclusion in business.