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Elma Glasgow has brown skin and shoulder length curly hair. She wears glasses, gold loop earrings and a colourful top. Credit: John Ferguson


The Scoop

I'm Elma Glasgow, a national award-winning engagement consultant and storyteller on a mission to influence change and unite society.

I do this by embedding anti-racism and other inclusive elements into strategies for culture, heritage and business.

My approach includes discovering and sharing impactful, diverse stories that shift perspectives and strengthens bonds between colleagues, organisations, audiences and communities.

By using my four-stage
L.U.C.K process I support organisations and individuals to communicate the essential message in a way that can be heard. This drives knowledge-sharing across diverse internal and external cultures.

My Process


Really listen to the people and communities you are including in your work. Dismantle your defences and sit in discomfort. They have been doing just that since they were children.


Dig deep to research 'hidden' stories, and enquire sensitively to understand experiences.


Convey the story with respect, sensitivity and authenticity. Commission someone from the community.


Society will never stop evolving - you need to develop skills and knowledge constantly.

This work can include a wide range of activities, for example...

  • Inclusive engagement strategy

  • Inclusive communications for brand and marketing professionals.

  • Exhibition storytelling

  • Decolonised historic research.

  • Audio interviews.


​​Let's work

Inspiration for my work

Instead of overloading you with text, here are the key events that have inspired my work. 

2020 -

  • Created a new Black cultural engagement initiative, Aspire Black Suffolk, that ran alongside the forthcoming Power of Stories exhibition in Ipswich (see below). 

  • Rallied to save my PR business which was devastated by the sudden first lockdown. Developed and rolled out an online course for ethical businesses, and set up a PR coaching service.

2021 - 

  • Power of Stories opened in June to high acclaim, which featured three original costumes form Marvel Studios' Black Panther 1 and co-curated with the local Black community, comic book experts and allies. More below.

  • Set up Aspire Black Suffolk CIC after being offered a start-up grant from Suffolk County Council in recognition of the need for a representative culturally-focused organisation.

  • Power of Stories and Aspire were game-changing for many people and organisations in Suffolk, on professional and personal levels. It was catalytic work and they marked my new direction in engagement and creative work.

2022 -

  • Led Aspire Black Suffolk CIC which delivered multiple cultural education projects. I led on the tour of Power of Stories around Suffolk to reach more rural communities and tell more Black stories from the county.

  • Won the Museums Association's Museums Change Lives Radical Changemaker award. A highly contended award, my engagement and leadership work for the tour and the original exhibition in Ipswich in 2021, impressed the judges including directors of national museums.

  • Aspire delivered other projects, including the East of England's first curriculum-based Black history education book - Elimu: the Little Book of Knowledge, school Black cultural workshops, and a 'Human Library' featuring artwork and interviews between young people and elders in the community.

  • Aspire won a BBC Suffolk Make a Difference Award 2022 for Community Group. 

  • I was part of the team which picked up a Museums + Heritage Award for Power of Stories, which was shortlisted with the Natural History Museum, the V&A and Blenheim Palace.

2023 -

  • Working with Suffolk Chamber of Commerce's 140th anniversary project in 2024. Funded by the National Lottery Heritage Fund with thanks to National Lottery players, my focus is on researching and sharing stories from the migrant economy and women.

  • I'm also EDI Engagement Manager for the London Business Partnership, ensuring their UK Shared Prosperity Fund funded service reaches global majority, women and disabled business owners in across London.

  • Plus,  consultancy for arts, heritage and educational organisations.

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