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LGBT Denmark

art direction

Half or 100,000 of all LGBT+ employees hide their identity when they go to work. They experience stigmatisation and discrimination and it has an impact at their productivity. 

Empatetisk Arbejdsmarked is a certification program for employers, HR and safety at the work place representatives. It prevents stigma and prejudices of LGBT+ and offers a solid competency lift instead. The goal is to create a knowledgeable and safe workplace culture that celebrates diversity and supports employees in providing their professional best every single day.

 
 

Overall purpose of the campaign: 
convincing companies/organisations that the Empatisk Arbejdsmarked program is an excellent way to invest in a strong branding opportunity that leads to less stigmatisation of LGBT employees.

 
 
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Following the research, we decided to target the segment consisting of the media industry in Denmark, due to the following reasons: the media industry has the dual property of being both the 'voice' of the people and a big authority in consumers behaviour. Therefore, it has agency in raising awareness of the standards of other workplaces concerning LGBT issues.

Consequently, the core of our campaign is stripped down to the two simple ideas of making employees aware of their bias and of LGBT education as a future necessity.

 
 
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To be sure we will engage our audience and make them pay attention to our event, we are applying the principle of unexpectedness (Heath C. and Heath D., 2007). The media companies are officially invited to an event by receiving a package resembling a pack of condoms.

 
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In the box, instead of a condom, a receiver can find a balloon that would have to be inflated to reveal time and place of the event promoting Empatisk Arbejdsmarked program.