LIDL Slovensko: Different, but equal

Lidl, a supermarket chain, launched a campaign in Slovakia to promote diversity and inclusion at the workplace as well as equal pay and influence other employers to follow their lead.

Within our Different butEqual campaign we managed to position Lidl Slovakia (one of the country's largest employers), as a leader in topics of diversity and inclusion at the workplace as well as equal pay. Although in Slovakia women still earn about 20% less than men on the same position, Lidl does not differentiate between genders. The company pays equally, promotes women on leadership positions and by doing so (and communicating about it), it aims to influence other employers.

To reinforce our long-term campaign's messages, we established the Ambassador of Diversity and created a room of optical illusions...

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