Social enterprise Beco wants other employers to (literally) steal its staff, in a campaign by TBWA\London to close the UK's disability employment gap.
Beco’s employees, 80% of whom are disabled, are front and centre in new packaging on their soap products, an open letter in the press, targeted outdoor ads and a series of films that put a twist on traditional recruitment ads. The unemployment rate for people with disabilities was 8% between January and March, compared with 3.3% for people without disabilities. Beco wants to act as a feeder club in business, with its employees moving on to new opportunities and inspiring companies to hire more disadvantaged people. The work was created by Dan Kenny, Duncan Brooks and Tom Gong, and directed by Dan Castella through Hoi Polloi.