Campanie
General Information:
Strategic approach:
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THE DEAF COMMUNITY IN ROMANIA There are almost 860,000 deaf and hearing-impaired people in Romania, which has a population of 19.8 million people. Every day, they communicate in Sign Language, a language few people are familiar with. Imagine that Romanian is a foreign language to them. Hence, it is not difficult to guess that Deaf people constantly face social exclusion, feeling rejected and less welcomed in public environments because of their hearing loss. As a result, Romania has an employment rate of 7% for persons with disabilities, compared with an average of 35-40% in Europe, with only 15% of Deaf individuals being able to find employment suitable for them. (Source: INS Romania, 2023) Strategic approach: Considering the unique needs and difficult circumstances of people with disabilities, Kaufland created the ACCES program in 2019 for their professional integration. Over 500 jobs are available for people with disabilities through the ACCES program in Kaufland stores, collaborating with different NGOs for recruitment. So how can Kaufland, one of the largest retailers in Romania, promote ACCES program and help the Deaf community who face exclusion and isolation when seeking employment? Our response: the first worldwide recruitment campaign, using an innovative Social Media mechanic that hijacks TikTok 'dance challenges' cleverly to speak with the Deaf community. OUR CHALLENGE: How can we combat social exclusion faced by the Deaf community in Romania regarding employment? OBJECTIVES Visibility like never before for deaf people the goal was to achieve unprecedented visibility for the deaf community, emphasizing the importance of their inclusion in the workforce. Gain people's interest: engagement & ugc cultivate interest and active participation by inviting people to participate in our special dance challenge, fostering user-generated content to spread our initiative. Convert interest into action Increase the number of job applications from deaf individuals for the Kaufland Accent Program, converting interest into tangible steps toward inclusion and employment. |
Execution:
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