1. Valsts darba inspekcijas
kampaņa par legālas nodarbinātTbas veicināšanu
“Darba līgums strādā"
State Labour Inspectorate campaign
for legal employment
“Labour Contract Works!”
Hill and Knowlton Latvia/Rhino dizaina aģentūra
2006. gada maijs May, 2006

2. Iesniedzējs: SIA Hill and Knowlton Latvia (H&K Latvia)
Kontaktpersona: Dana Hasana, Ralfs Vīlands
Adrese: Bnvības iela 40- 36, Rīga, LV-1050
Tālrunis: +371 7 240 571
E-pasta adrese: dana@hillandknowlton.lv
Kampa as pasūtītājs: Valsts darba inspekcija Kampa as
datumi un realizācijas laiks: 2005. gada maijs Kampa as
nosaukums: Darba llgums strādā!
Kampa as kategorija: Sociālās kampa as; valsts, pašvaldlbu un publiskā sektora
kampa as
Papildus pievienotie drukatie materiāli - fotogrāfijas no kampa as
Darba iesniedzēja vārds, uzvārds un paraksts:
Dana Hasana
Ralfs Vīlands
Kampa as pasūtītāja pārstāvja amats, vārds, uzvārds un paraksts:
Rita Elce, Valsts darba inspekcijas direktore

3. I. INSIGHT
Figures prove that 35% of violation in Latvian labour market is result of absence of labour
agreement providing guaranties for regular salary, social guaranties today and protection in future.
State Labour Inspectorate as responsible institution for legal employment promoting
•with financial support of ESF
•and Hill and Knowlton Latvia creative approach
came up with initiative of 2 weeks media and society information campaign "Labour Contract
Works!" on May 2006 in Riga and seven largest regional Latvian cities : Gulbene, Daugavpils,
Rēzekne, Jelgava, Valmiera, Ventspils, Liepāja.
Messages of campaign:
• Underline importance of legal employement for both employers and employees
• Inform about benefits of legal employment
• Inform about affter-effects and consequences of illegal employment
• Compliment best practice employers in Latvia
• Prove statement of the State Labour Inspectorate as open-minded and friendly organization,
consultant and trusted partner
• Inform media about campaign and its targets
Campaign target audiences: Latvian society: employers and employees; media
II. REALIZATION OF CAMPAIGN – strategy and tactical solutions
H&K Latvia worked as main strategic consultant for the Client, managing communication
campaign and sides involved in campaign.
The main goal of the campaign – to rise awareness of Latvian society about destructive aftereffects
of illegal employment for both employers and employees
2 weeks communication campaign included both media relations and campaign activities:
•Press conference for media
•Preparation of special campaign brochures, informative leaflets, posters and souvenirs with
symbols of campaign (pencils, stickers, ribbons, T-shirts)
• Creating symbol of campaign – young worker, dressed as construction worker, wearing
campaign T-shirt and helmet that welcomed people in informative tents. This image also were used
on campaign posters
•Information about visits of informative tents and campaign in newspapers
•Informative tents in 8 Latvian cities with attractive consultants informing about benefits and
consequences of illegal job. Online and free of charge consultancy
•Spreading of brochures about employees rights, importance of labour agreement etc.
•State Labout Inspectorate spot - checks in several suspected companies together with media
•Interviews with managing persons of companies supporting legal employment policy
•Interviews with spokespersons of the State Labour Inspectorate in dailies and regional media
•Active media relations, especially in regional media to rise up the problem of unlegal
employment consequences
•Press releases about campaign and achieved results

4. III. RESULTS OF CAMPAIGN
To evaluate results of two week long informatative campaign in seven largest Latvian cities
and Riga we carried-out media monitoring and collected supportive records of private persons
in special Campaign Supporters book.
About 2000 supportive records were gathered in special Campaign Supporters book. People
were welcomed to proove their support to legal employment philosophy by leaving their records in
Campaign Supporters book.
During campaign State Labour Inspectorate has spread out about 7000 informative brochures
about legal employment matters
About 3000 people received free on-line consultancy on employment issues from the State
Labour Inspectorate consultants during the visits of informative tents
Employers and companies, who were supportive to the idea of legal employment and Labour
contracts were invited to stick symbolic campaign ribbon on they buildings to support legal
employment policy
All best legal employment practice companies (according to the results of regular check- outs)
received complimentary letter and campaign ribbon from State Labour Inspectorate.
Biggest dailies and local media had interviews with State Labour Inspectorate officials to
promote philosophy of legal employment.
Several unexpected check-outs together with media took place during the campaign and were
widly reflected in media
Messages and idea of campaign was widely displayed in all national media achieving great
coverage in biggest dailies, TV and regional papers.
Campaign consolidated image of our Client in media and society, strengthened messages for
support of legal employment policy in Latvia