Objectives
BBC's task consisted of the development of a communication strategy for an internal campaign aimed at stimulating a positive attitude among the 50,000 officials of the Flemish government with regard to opportunity groups and promoting their acceptance of people from opportunity groups as colleagues.
Concept
Elaborate consultations in different focus groups with officials, executives and people from opportunity groups, lead to the choice for a testimonial campaign of people from opportunity groups that have already - and with visible success - been employed at the Flemish government.
A pre-campaign called for candidates who wanted to appear in the campaign. 60 people enthusiastically submitted their candidature but 6 'models' appeared sufficient for the advertising campaign.
Campaign slogan
“Making diversity work”
Creative input
Readers are put on the wrong track by the title. A copy under the image explains and nuances the statements.
Communication tools
The campaign was launched using hundreds of posters in all offices, advertisements in all internal publications, both printed and online.
BBC is sharing