Office for Human Rights / Ključna razlika award

Objective

  • Agency's task was to promote Ključna razlika Awards - awards granted from Office for Human Rights (Government of the Republic of Croatia) to employers for diversity in human resources
  • The objective of the awards is to promote the need and importance of respecting human rights, with special emphasis on gender, age, ethnicity and persons with disabilities.
  • The goal was to gather at least 30 employers' applications. 

 


Strategy

  • Continuous, integrated - online and offline, PR and advertising communication through a four months period, with emphasis on direct activation of relevant Government representatives (Vice-President of the Government for Human Rights, high representatives of Office for Human Rights).
  • Active participation of partner institutions involved in the project (IRTR, HUP, HOK, HGK, Ministry of Economy). 

     


Tactics

  • Organization of a launching press conference with the focus on business media, inviting employers to apply for the Award. Presence of partners' representatives and Government Vice-President.
  • Advertising and advertorials campaign (online and offline).
  • Organization of interviews (print and TV) with Office for Human Rights representatives as well as main partners of the project (IRTR).
  • Exclusive media partner - Lider, most read business weekly (online and offline issue).
  • Awarding ceremony for employers, journalists and partners.

 


Results

  • More then 40 employers applied for the Award.
  • Total of 36 articles were published in print, online and TV, all with affirmative tonality.
  • Advertising value exceeded 35.000 euro.