ADVERTISING WORK: The National Employment Agency
The National Emplyment Agency wanted to communicate on the low employment rates among seniors (55+), as part of an European Commission directive.
Rusu+Bortun handled this project, from graphic identity to the ATL communication and I was the account in charge.
The campaign was two-folded: on one hand it addressed the senior umployed and on the other hand the potential employers. The starting insight for the unemployed was that they have struggled a lot to find a job but the many refusals got them demotivated to keep trying. While for the employer side of the target, the main issue was that they are afraid the seniors will not adjust or that they will be difficult to train on the job.
We developed an ATL campaign that included 4 TVCs, 4 prints and 4 radio commercials – that is, 2 for each target. It ran under the „Active at any age!” tag.
Comm for the unemployed:
The comm for this target dramatized the fact that older generations are models for the future ones – and, since they all accept their sad fate that they will never get a job and become pensioners – this is the model the kids follow, even in their role playing games.
Comm for the employers
For the employers, the campaign dramatized the fact that the seniors are qualified for the jobs (contrary to the employer’s perception) and that those qualifications will be lost if no one employs them. So, companies should use their abilities and know-how, employ senior people and help both themselves (with valuable employees) and the overall economy.
The TVCs were directed by the famous Romanian director Radu Muntean.
The photoshooting was done by New Folder and they included in Luerzer’s 200 best digital artists worldwide 2017-2018.