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1. Campaign summary
Diversity Talent Pool is a Czech web application providing access to job
opportunities for marginalized groups tailored to their individual needs.
One of the most common barriers to gaining employment comes through
social stigma. Our goal is to showcase how diversity is an asset, not an
obstacle, by going beyond the traditional pool of hiring.
Creative insight
People, and recruiters, are often put off by differences and create
prejudices towards marginalized people. Although these groups of people
are distinct, they share this common barrier. We want to demonstrate the
untapped potential of being different. Ultimately, we want these groups to
feel accepted and find their place. We remove the ‘un’ in unwanted
by using food waste as a demonstration of talent waste.
Solution
We will serve a masterpiece worthy lunch using discarded or non-typical
ingredients. The meals are created from ingredients provided by food
banks that may be unwanted by some but wanted by our star chef that
puts together a superb lunch. Consumers can order the ‘Unwanted Lunch’
via the popular delivery service Wolt. With each order, they will receive
a special gift, a Hiring Cookbook. The cookbook includes our message
along with a QR code redirecting them to the web application with all
important information about marginalized job seekers and opportunities.
How does it work?
We start by evoking curiosity in our target audience through one of the
most relevant office topics – ordering food. During lunchtime, Wolt will
display a banner promoting the Unwanted Lunch. To get the message to
a wider audience, we will use social media and create a storytelling
carousal of the ingredient’s transformation into a culinary masterpiece.
Through influencer marketing, our celebrity chef Přemek Forejt will share
videos from behind the scenes on his Stories, showcasing his cooking process.
Facebook carousel
Instagram stories video
Wolt app banner
Bonus with delivery