BECO. is using its newly launched #StealOurStaff campaign by TBWA\London to raise awareness of the disability employment gap and call out businesses’ perceptions of people with disabilities. The social enterprise focuses on producing environmentally-friendly toiletries, and its workforce includes 80% visually impaired, disabled or disadvantaged members of staff.
The Steal Our Staff campaign involves a packaging takeover, where products are wrapped in labels that feature highlights from employees’ CVs, in a bid to draw attention to their talents and encourage headhunting, on the basis that there are other professions that they would prefer to be in. The campaign is completed with a witty film starring BECO.’s employees.
Demonstrating its commitment to the cause beyond the ad campaign, BECO.’s website is serving as a recruitment hub in order to facilitate the process, featuring the CVs of all participating BECO. employees, as well as helpful information for potential future employers.
“#StealOurStaff is a highly original twist on the staid old recruitment ad,” said TBWA\London’s CEO, Sara Tate. “More importantly, though, it’s going to provoke a much-needed conversation about the UK’s shameful disability employment gap.” While the gender gap has become a hot topic particularly in recent years, the workplace imbalance and prejudices people with disabilities face still feels comparatively absent from the public radar.
CCO: Andy Jex
Creatives: Dan Kenny, Duncan Brooks, Tom Gong
Photographer: Philip Haynes
Production Company: Hoi Polloi
Director: Dan Castella