Fitted for Work
Fitted for work are a Not-For-Profit helping women experiencing disadvantage enter the workforce. They fight for victims of domestic abuse, former convicts, refugees, mothers re-entering the workforce and countless other disillusioned and ostracised minorities to rebuild their confidence and reach their potential.
This campaign is to recruit corporate donors, we want to attract the kind of dedicated, tolerant, forward-thinking leaders that will make this the organisation that will conquer inequality. We intend to find individual donors too whose donations can fund women entering the workforce. Businesses and people from all walks of life: an audience who are united in their vision for women and are passionate about acceptance.
Potential is an important word in understanding the impact of Fitted for Work. Our strategy was all about potential. It’s about the potential that women have to shine. The potential partners have to grow and build women up. The potential Fitted for Work has to change the status quo.
of female business owners serve on community nonprofit boards,
and support ‘smart work’ policies.
of business & human-resources leaders indicate diversity is an important issue in their workplace.
We built this campaign around a couple of core insights. Our first insight is that more and more businesses want to signal their corporate values. The first statistic above is just the tip of this, across the board, leaders and businesses – our primary audience – are yearning to express their culture and make a difference at the same time. Engaging with Corporate Social Responsibility for a lot of businesses is about sharing their values and indicating to future employees and consumers what the business stands for.
Our second is that businesses are genuinely committed to the wellbeing of diverse audiences within their companies. The second statistic above this emphasises the value that corporate leaders place on the diversity of their employees.
Our third insight is more aligned with the secondary audience – individual donors. Employers value empathy in their employees. Employers aren’t looking for good workers anymore, they want good people. This is a chance to quietly, confidently signal the culture and values that a person holds.
In the face of adversity, women everywhere have potential, Fitted for Work will unleash it.
Our strategy line above was intended to explain that Fitted for Work has the potential … to unleash the potential of tens of thousands of women. Our strategy was all about potential. It’s about the potential that women have to shine. The potential partners have to grow and build women up. The potential Fitted for Work has to change the status quo.
After crafting a strategy about the potential of women, we realised that committing to our organisation is a deeply personal and individual process, so we created a timeline of how the potential donors would interact with Fitted for Work and how we would build a relationship over time with our corporate partners. This would take place over about two months for most clients.
We wanted to build an individual relationship with potential corporate donors and the best way we found to do that was with a physical object to attract the attention of the corporate offices. Each object aims to be confronting and provocative, telling in a moment a story once laden with disadvantage now full of hope.
I haven’t felt safe in my home since he started drinking. He is all I know.
Fitted for Work gave me the tools to take my first step, now I have control of my life.
The plaster is a symbol of a broken home, both figuratively and literally. People should feel safe in their homes and not everyone can. Countless women fall victim to domestic abuse, and suffer in their sanctuaries.
I come from a war torn country and I had to start again in a different country.
Fitted for Work gave me the tools to take my first step, and rebuild a better life.
The wood is symbolic of the journey of refugees and drifters; people who haven’t had a chance to call anywhere home. This wood is an introduced oak but the campaign would be a mixture of real found beach driftwood and old, dry wood from the wild.
I haven’t had a job in ten years, and now I don’t even know where to start.
Fitted for Work gave me the tools to take my first step, now I have control of my life.
The cardboard, is symbolic of homelessness and displaced people. These are people who have suffered and who find little solace in their lives.
The stories that adorn the items are designed to be succinct, yet compelling. We seek to grab the donors without boring them. We want to inspire curiosity without distracting them. Throughout a week, potential donors would receive one of each medium in a padded plywood box – a process symbolic of the nurturing process Fitted for Work constructs.
From teasers, a potential donor is sent to a microsite detailing what Fitted for Work do, and again sharing the stories of the clients of Fitted for Work. These stories are about inviting an emotional connection. They show the potential in every woman and the massive heights to which they have soared. Sure, this isn’t a fresh idea, Fitted for Work have shared stories before but what makes these different is the emphasis they place on the roots of the drive and the change that the women Fitted for Work undergo.
The microsite invites visitors to engage with the event. The event we conceived aims to involve businesses and individuals in the organisation. It is to give them a chance to understand the brand and give them a chance to care about the women Fitted for Work supports. The event is a private standing drinks affair, set up to give the guests and the women we support a chance to network. It transitions to informative speakers for half an hour at 8:30, after which the speakers will dissipate and Fitted for Work representatives will have a chance to speak more to the strengths of the brand with the guests.
Before, during and after the event, a major informative campaign will be running in parallel. We chose to capitalise on the existing partnership Fitted for Work have with LinkedIn and run a series of ads at no cost using the InMail and Sponsored Post channels. Each of these are targeted to build rapport and construct an attachment in the mind of potential donors.
The LinkedIn channels run along side an Email campaign telling the stories of newly unleashed women. With these stories too, we intend to build rapport and really create an emotional attachment to the brand. The initial teaser acts as a foot in the door, from there, we build and build toward our primary KPI: corporate partnerships.
When we crafted our campaign, we wanted to create a timeline to carefully build a relationship with potential corporate donors. This timeline defines the interactions between Fitted for Work and potential donors. We hook their attention early with the teaser and leave them curious. When they browse the microsite, they are compelled enough to register interest for the event. At the event they learn about Fitted for Work and the massive thirteen year legacy of awakening potential in women experiencing disadvantage. Finally, they are invited to partner.
We’ll invite potential donors who’ve indicated interest in Fitted for Work to receive a presentation after the two to four weeks of onboarding. We want to use this opportunity to introduce the relationship we envision with the client.
With this careful combination of informative and emotional communications, we can connect the massive potential in women with the real outcomes that Fitted for Work can find in every empowered female. That’s what this is all about, collaborating with partners who share a vision for women experiencing disadvantage and mutually identify the growth that’s tucked away in every woman Fitted for Work has a chance to work with.
To target our secondary audience of individual donors, we have another campaign: we developed a ‘badge of honour’ of sorts for the LinkedIn personal profile. Donors can track their contributions as members of a movement. Building on an existing partnership with LinkedIn, this badge for individual donors will share the corporate culture and individual values of its users. Employers aren’t looking for good workers anymore, they want good people. This is a chance to quietly, confidently signal the culture and values that a person holds.
This project was created in collaboration with Taylor McConnell, Ruby Koco, Duncan Brown and Jessica Trajkovska as a student pitch for Fitted for Work. We ultimately did not end up working with the organisation but created a campaign that we are confident would effectively reach the audiences we intend to and build the relationships with corporate partners in a compelling way.
You have the power to help us unleash the potential of Australian women. Let them see a confidence they never even knew they had. Partner with Fitted for Work.