Advertising.Award 2024 | Nominee: That is how Compass Group fights discrimination

The marketing campaign “Respect begins with you! ”, launched in June 2023, impressed the jury when selecting the finalists for the Advertising Award 2024. The greater than 12,000 workers of the Compass Group from greater than 100 nations round of Germany to profit straight. It isn’t that straightforward to achieve, which is why the employer needed to extend the attain of his marketing campaign via numerous measures.

Actual instances in video

There are 4 prevention movies displaying completely different instances of harassment within the office. They’re primarily based on actual experiences, however have been intentionally staged by performing professionals to make sure the anonymity of the victims. The movies are as much as three minutes lengthy and at all times finish with the identical message: the sufferer is to not blame. Discrimination is just not regular, however a severe crime.

“We encourage you to report straight on occasions and present other ways in which you’ll talk anonymously,” defined the Compass Group, which invested 40,000 euros in movie manufacturing.

Posters elevate consciousness

Eight posters present completely different examples of harassment statements, akin to “It is a praise,” with the final two phrases omitted and “hassle.” The black background is supposed to make the posters stand out, regardless of the place they’re within the firm. They grasp prominently in kitchens, lounges, bathrooms and altering rooms. As well as, the posters point out choices to contact anonymously for assist through electronic mail or cellphone.

Two of the posters utilized by Compass Group for his or her anti-discrimination marketing campaign.

Info through app and letter

Staff are frequently knowledgeable concerning the standing of issues via the inner app “OneCompass”. Not solely via a smartphone, but in addition by letter, they’ll obtain details about the marketing campaign and a direct hyperlink to the movies.

Managers obtain coaching

Every year, Compass Group’s 100 senior executives participate in a two-day coaching course. It offers details about the initiative and members can share their experiences and ask questions. The coaching is predicated on the “Compass Commitments”, and the marketing campaign is an integral a part of it. The commitments embody the parts “esteem and respect”, “private growth for every particular person” and “teamwork”.

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Potential supervisors are additionally skilled on the topic via Compass Group coaching packages, and workers are additionally required to take part in obligatory on-line coaching on “Compass Commitments”. They are going to quickly be launched as common codecs for everybody.

“Sexual harassment and discrimination primarily based on origin, faith and so forth are crimes that have to be prosecuted in all instances,” says human assets supervisor Peter Schmidt. The corporate hopes to make use of this to additional scale back discrimination within the office. There have been 16 experiences of sexual harassment since June 2023. “Our hard-working and devoted colleagues deserve a piece environment of appreciation and respect,” Schmidt reiterated.

Along with the Compass Group, 9 different prime candidates have been nominated for the Advertising Award 2024. Till the awards ceremony on June 4 as a part of the gvpraxis We current all nominees at switch days in Mainz.

Would you prefer to be there reside when the winners are introduced on an enormous stage? Then discover out extra concerning the occasion occasion and register now!