The challenge

Every day, thousands of foreign workers go to work in Norway. They work in hotels, construction sites, in the fishing industry or in shipyards. Many of these foreign workers do not know what rights and salary they are entitled to in Norway, and end up overworked and underpaid.

Strategy and execution

In close collaboration with the labor inspection authorities in Norway, Romania, Bulgaria, Lithuania and Estonia, we developed a communication strategy and campaign to inform workers from these countries about wages and rights at work in Norway. Some are actually entitled to twice as high a salary!

The insight showed that the workers had low knowledge of rights in Norway and that they had poor language skills. The information was therefore translated into 7 languages and focused with a simple message on what the workers were most concerned about: Wages

The campaign contained a main film and several tactical outlets in social media and through banner ads. In addition, posters, brochures and postcards was produced.

Results

More than 370,000 people in the four countries saw the film and ads in the first campaign period.

The campaign won 2 gold medals in the Content Marketing Awards (CMA) in 2020.