The job of business developer in the Coca-Cola HBC has great employment conditions and advancement opportunities. Even though some of the best business developers are women, not many women apply for job ads for this position.
There is a dual prejudice towards women in this sector. Women believe that the job is to physically demanding, and the men believe women are not capable of advancing in it.
So we set out to change this.
We created the “the ads against prejudice”.
Cleverly formed series of job ads across OOH and digital subverting the traditional stereotipes linked to this profession.
This campaign resulted in more than double number of female applicants than any previous recruitment campaign of this type.
There is a dual prejudice towards women in this sector. Women believe that the job is to physically demanding, and the men believe women are not capable of advancing in it.
So we set out to change this.
We created the “the ads against prejudice”.
Cleverly formed series of job ads across OOH and digital subverting the traditional stereotipes linked to this profession.
This campaign resulted in more than double number of female applicants than any previous recruitment campaign of this type.