European Social Fund - 180, a sensitizing campaign in disguise

The European Social Fund in Belgium wanted to find a way to reduce national long term unemployment. There had been a number of unsuccessful attempts at this in the past and the target audience was a difficult one to reach.

European Social Fund - 180, a sensitizing campaign in disguise

Agency name: DUBOIS meets FRUGGER Client name: European Social Fund Category: Integrated communication

BACKGROUND

The 180 campaign aimed to get long-term unemployed people back on the job market. We looked for a "reviving" business, marketing and communicative strategy, since many of the campaigns aimed at this target audience in the past had proven unsuccessful.

This is mainly because this target group is very hard to reach. We decided to address our target group in a language intelligible to them, handing them strategies to turn their...

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