brief
According to a recent research by Bluepoint, over 50% of job applicants still encounter some sort of prejudice during an interview.
Moreover, people who experience that first-hand often get low-key disheartened and refuse to even consider applying for certain jobs.
Telus International is trying to change that. For them, both inclusion and diversity are values of paramount importance. A point that Telus wanted to make clear to all its potential employees.
insight + idea
Welcome to 2021. These are times in which your IG profile and handle tells basically everything about you that is to be told.
So, we went for a collaborative stunt and changed the handles of some celebrities with the prejudice that they encounter day in and day out.
Because the very same prejudices they encounter are those same odds they had to defy in order to be where they are today. So, what more inspirational than having a little fun with them?
And who we picked?
Preyah — A Bulgarian-African singer who has experienced her fair share of race-based prejudices through the years.
Grafa — One of the most awarded and easily recognizable Bulgarian singers, and according to negative popular opinion — a guy who does it all for a little shine.
Venelin Totchev — A gaming reality producer. Yes, it is a real job. A quite responsible one, too.
Iva Rusinova — A professional Bulgarian race driver. That’s just mad at best, blasphemous at worst. Right?
execution
Each of our celebrities posted a photo of themselves accompanied by a powerful message showing what it is that really counts.
results
The ‘Unsee Prejudice’ campaign generated a total of — 6 million impressions and 34 thousand clicks.
But even more importantly — it hammered home an important message about inclusion and the universal right of everyone to thrive and succeed.
creative director: angel iskrev
creative lead: kaloyan antonov
copywriter: petko kolarov
junior copywriter: valentina dencheva
head of art: emanuela belovarski
junior graphic designer: kitty kreovska
strategist: kristiyan stefanov
junior strategist: ekaterina mutafchieva
account director: sanya stefanova
account executive: toni gradinarov
producer: pudding
director: kamen kolarov
photography: whaleworx.studio
If you enjoyed what you just read, don’t be shy — follow us: Facebook, Twitter, Instagram, LinkedIn & Behance.
