Beco – the social enterprise that makes environmentally-friendly toiletries with an 80% visually impaired, disabled or disadvantaged workforce – is, with help from TBWA\London, inviting British businesses to steal its staff in order to raise awareness of the ‘Disability Employment Gap’ and disrupt employers’ outdated attitudes towards people with disabilities.
The integrated campaign begins on 3 September with a packaging takeover, which sees Boots, Sainsburys and Waitrose stock Beco soap products that incorporate staff CVs on their labels. The packaging takeover will be supported by press executions comprising an open letter that challenges employers to take a stand when it comes to hiring people with disabilities, as well as OOH executions that amplify the #StealOurStaff message. In a twist on the traditional recruitment ad, the creative highlights Beco’s talent alongside an invitation for these employees to be headhunted by other businesses.
Further amplification comes through a series of films that riff off a TV’s audio description (AD) function. So, for example, a scene of a blind man with his dog is dominated by an AD voice-over saying: “A man with a guide dog stands on the factory floor, looking sad”; to which the blind man responds: “What d’ya mean sad? Not as sad as the 1.1 million disabled people struggling to find work, voice man.”
Each film features ‘authentic casting’ by starring visually impaired, disabled or disadvantaged Beco employees. The films, which are being supported by Channel 4 – a broadcaster famed for championing disability rights – will also run across social channels.
Head of Sustainable Growth, CLARITY & Co.: Camilla Marcus-Dew
Marketing Manager, CLARITY & Co.: Diane Cheung
Agency: TBWA London
CCO: Andy Jex
Creatives: Dan Kenny, Duncan Brooks & Tom Gong
Producer: Holly Baker
Business Director: Daisy Hampton
Account Director: Max Phillips
Social Media Planner: Sophie Elliott
Senior Planner: Killian Kapfer
Head of Design: Aaron Moss
Business Affairs: Cath Pow
Art buyer: Louise Cripps & Claire Delefons
Photographer: Philip Haynes
Photography Agent: The Peter Bailey Company
Production Company: Hoi Polloi
Directo: Dan Castella
Editor: Dan French