Campaign details

Brand: Confederation of Finnish Industries (EK)
Agency: Miltton

1. Objectives

  • Create a campaign that speaks against discrimination and brings a new angle into an already active discussion.
  • Speaks directly to employers and employees at the workplace, without creating a division or pointing blame.
  • Provides employers with concrete tools to tackle discrimination, in addition to pointing out discriminating attitudes.

2. Approach

The Confederation of Finnish Industries represents the Finnish employee sector. For them, a natural angle into the discussion on discrimination was work. For them, the benefits of a non-discriminatory work life would also be for the good of the economy, as it would ensure that available work always finds the employee who is right for the job.

3. Solution