Toiletries company says 'Steal Our Staff' with TBWA\London

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by Josh Hall

BECO., an environmentally-friendly toiletries company, has launched a new campaign with TBWA\London inviting businesses to 'Steal Our Staff'.

The firm's workforce includes 80 per cent who are visually impaired, disabled, or disadvantaged. The campaign is intended to raise awareness of the 'Disability Employment Gap', and to update employers' views of workers with disabilities.

The campaign will include packaging takeovers in Boots, Sainsbury's, and Waitrose, along with a press exercise in which an open letter will be published. OOH executions will also be run, featuring what TBWA says will be a twist on the traditional recruitment letter.

In addition, the agency have made a series of films starring BECO. employees, with support from Channel 4. These will run across social channels.

Finally, influencers including media figureheads, CEOs, and Heads of HR will receive personalised BECO. product boxes with an accompanying hashtag.

The entire campaign was created in-house by TBWA\London.

BECO.’s founder, Camilla Marcus-Dew, said: “We shouldn’t be the only business that gives jobs to people with disabilities. That’s why we’re on a mission to promote members of our amazing team to other employers in the hope that our talent will find new jobs and make way for BECO.’s next generation of workers with disabilities.”

TBWA\London’s CEO, Sara Tate, added: “Our debut BECO. campaign was all about introducing the brand and its values to the world. But this second campaign give us a chance to get even more creative. #StealOurStaff is a highly original twist on the staid old recruitment ad. More importantly, though, it’s going to provoke a much-needed conversation about the UK’s shameful disability employment gap.”

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