WHAT IF YOU COULD BECOME RICH THROUGH SOCIAL WORK?
Context
Many of us might know someone with a career in social work, but do we really know what these careers are all about? These days there’s still a great lack of understanding about social work, especially amongst younger people. In an increasingly competitive job market, the Social Work Institute of Tours wanted to reach this young, job-seeking audience with a different message.Challenge
How can we inspire an interest in social work training for young people in a society that primarily equates success with money?
Insights
Millennials are a generation in search of both meaning and experience in their lives. Careers in social work might not be particularly well-paid or receive the recognition they deserve, but they offer a huge amount of wealth that isn’t immediately obvious: a human wealth.
Idea
We decided to get young people to ask themselves about what they really wanted out of work and what they want their professional future to hold. We wanted them to question the “why” behind their choice of career, rather than just the “what”. So we asked a series of thought-provoking questions:
- Would you prefer to: “Succeed in life? Or succeed your life?“.
- Would you prefer to “Work like a machine? Or work for mankind?“.
- Would you prefer to: “Chase after money? Or discover real wealth?“.
We used a casual, conversational tone that challenged and appealed to young peoples’ intelligence. We chose accessible claims for maximum impact. The visual identity of the campaign is unique, using “punchy” colors and no iconography to further enhance the message and shift from the usual communications sector.
Implementation
We used a “hyper-local” media plan to focus our efforts on specific areas and reach the audience in Orleans, Tours and Blois, such as
- A booth in the Orléans, Tours and Blois student forums.
- Advertising on Facebook and Instagram (100,000 impressions in two weeks)
- Displays on targeted bus shelters and tram stations
