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1. CampaignSummary
Diversity Talent Pool cares about people with special needs and
talents and connects them with companies that want to hire
them. But those people are very hard to target since they are
not a homogenous group. Our goal is to make the problem
global so they get the information. Either themselves or from a
friend. We will make it into the calendar of general public.
Job seekers with some kind of disadvantage are often rejected
because of the first impression or their appearance. They dont
look young enough, capable enough, representative enough,
and that is a huge obstacle for them. If we eliminate the first
impression, their talent will stand out. So users, let’s show
them our support and make conditions equal. At least for a day.
Let’s turn around!
CreativeInsight
We make the problem global with an online movement, where we
encourage social media users to turn around. On May 21st -
Mezinárodní den zády! Because when you can't see the face,
you see the talent and conditions are equal for everyone. We
need a format that is known to everyone – a Facebook event.
We will set the date and encourage all people to be a part of the
movement by posting a picture showing their back adding the
hashtag #DenZady. And spread awareness. What will an internet
user do if they don’t know what it means? They will google it.
And therefore we create a Wikipedia page. We will use Mr. HR
mascot to attract attention and lead by example for users when
creating their own content.
Solution
SEE:
THINK:
DO:
CARE:
Movement via Facebook event that aims to spread
awareness of the problem among communities. Notifies you
when it’s time to take part.
User-generated content covered with #DenZady
hashtag serves to arouse curiosity among communities.
Wikipedia page where the problem is explained after googling.
Link on the Wikipedia page and banners/branding with the
ambassador and CTA for potential job seekers to make a
conversion on the website. Zoom filter for companies who want
to join the movement and share empathy.
We now have a tool to remind the problem to the public on
a regular basis every year and attract potential job seekers.
Don’t worry, you will get a notification when it’s time. Thanks for
helping us spread an important message! #DenZady
Howdoesitwork?
Den Zády
Den Zády is an annual event on May 21 to demonstrate support for job seekers with some
kind of disadvantage, who are often rejected because of the first impression or their visual.
They dont look young enough, capable enough, representative enough, and that represents a
huge obstacle. Let’s show them our support a make conditions equal for a day. Let’s turn
back with #DenZady!
Den Zády
2022
May 21
May 21 2022
Annual
Support for job seekers with
disadvantage
The unoficcial mascot created byDiversity
Talent Pool includes the person
photographed from behind
21
mezinárodní
denzády
Diversity Talent Pool
Mezinárodní Den Zády 2022
Online event
2,3k+ people responded
Job seekers with some kind of disadvantage are often rejected
because of the first impression or their visual. They dont look
young enough, capable enough, representative enough, and
that represents a huge obstacle. Let’s show them our support
a make conditions equal for a day. Let’s turn back with
#DenZady!
MAY 21, 2022
Jana Sušterová
#denzády
kmaresova 1h
whatiftheysee
insteadofyour
appearance
yourtalent
registernow
#denzády
diversitytalentpool 1h
Register now
mezinárodní
denzády
#denzády