Nationwide and its media agency, Wavemaker, set out to act on systematic flaws which meant minority audiences were under-represented in media planning and tools used by the industry. It made efforts to work more closely with community media to reach minority audiences, shifted some Nationwide spend towards these outlets and raised awareness of the lack of inclusion of smaller media outlets on media schedules. The strategy improved perceptions of Nationwide among minority audiences, and led the latter to make up a higher percentage of account switchers to Nationwide.