Sexual and moral harassment in the workplace should be treated with zero tolerance. Employees should feel safe to report such behaviours and, most importantly, recognize them. Either as victims or as observers. Lidl Hellas wanted to convey this message to more than 7000 employees all over Greece.
However, the negative feelings of harassment cannot accurately be described through words. Another written manifesto didn’t seem enough. Lidl Hellas needed something more impactful.
The creative approach to this challenge was adopting the technique of role-playing to realistically reenact two events of harassment in the workplace. Role-playing was used as an educational tool to engage the employees and increase awareness.
In the videos, we can observe the range of emotions experienced by a female employee who is sexually harassed by her supervisor. On the other hand, in the video on moral harassment, the focus is on the observer, who witnesses the aggressive behaviour of a supervisor towards her subordinate.
The comprehensive anti-harassment message reached 7,000 employees of Lidl Hellas. The videos became part of trainings and workshops, boosting confidence in the complaint-handling procedures of the company. The successful campaign was expanded externally on social media, increasing the brand’s positive engagement.
This professional campaign titled 'Ask for help' was published in Greece in September, 2022. It was created for the brand: Lidl, by ad agency: Catalytica. This Content, Digital, and Film media campaign contains 2 media assets. It was submitted 19 days ago by Creative Director: Nickolas Moustakas of Catalytica.
Advertising Agency: Catalytica, Thessaloniki, Greece
Production Company: TWINSpix, Thessaloniki, Greece
Director: Alexandros Pantazoudis
Creative Director: Nickolas Moustakas / Catalytica
Copywriter: Angelika Kotsafti / Catalytica
Client Service Director: Natassa Zacharof / Catalytica
Media Director: Dimitris Katsioulas / Catalytica
Web Developer: Christos Traianos / Catalytica
Graphic Designer: Georgianna Bouzika / Catalytica
Head of employer branding: Dimitris Demiris / Lidl Hellas
Head of Leadership & Culture: Gelly Papadimitriou / Lidl Hellas
HR Consulting, Employee Engagement: Foteini Kesoglidou / Lidl Hellas
Production Manager: Stathis Vasiliadis / TWINSpix
Dop: Claudio Bolivar