BECO, a 166 year old social enterprise soap brand, invited employers across the country to #StealOurStaff. There are 1.1 million disabled people out of work in the UK. BECo are doing their bit - 80% of their staff have disabilities. The more soap they sell, the more jobs they create. But they believe every company could be doing more to reduce the disability employment gap. If their staff move onto bigger and better things, they can create more job opportunities for those who need it. This integrated campaign targeted those in a position to hire, and ranges from packaging, to social and OOH.
Brief
Solution
Encourage businesses to help to close the disability employment gap, by showing what BECo’s staff can do, highlight the unconscious bias taking place by employers and get disability talked about as part of the diversity agenda.
Solution
We reached out to UK employers with an unusual message, #StealOurStaff. Potential employers could see the CVs of our staff on soap packs, our website, posters, TV and online. An open letter from our boss, to others, was printed in national press and we mailed bespoke boxes to CEO’s with the staff we think they should steal, all so we can offer our vacancy to someone whose disabled and unemployed.
A 60 second film introducing our disabled staff members and our unusual proposition #StealOurStaff to employers across the nation. In the film our staff members, whose disabilities range from visual impairment, epilepsy and learning differences, tell you why we’re inviting you to steal them. We collaborated with Scope to ensure the film is fully accessible with audio description and subtitles.