| Titulo | Tool box |
| Titulo (língua original) | Les travailleurs ne sont pas des outils |
| Agência | VVL BBDO |
| Campanha | Workers - 11.11.11 |
| Anunciante | 11.11.11 |
| Marca | 11.11.11 |
| Posted | Mai 2009 |
| Sector Empresarial | Instituições, organizações não governamentais |
| Legenda | Workers are not tools. |
| Legenda (língua original) | Les travailleurs ne sont pas des outils. |
| História | Campaign Summary As a non-governmental organisation, 11.11.11 bundles the efforts of more than 70 organisations and 340 committees of volunteers who collaborate in the achievement of one common goal: reduction of poverty, in a fair world. By supporting development initiatives in the South. By influencing the politics of national and international authorities and organisations. And by conducting campaigns in Belgium to achieve a change in attitude. Decent work, decent life is the focus of the 2008-2009 campaign: decent work, i.e. acceptable work conditions, a livable income, social security, and the freedom to unite will lead to a decent life and is the fundamental right of all workers over the world. |
| Filosofia | Strategy Workers over the world are being considered as an expense, a cost, almost a tool. The tool metaphor raises the indignation needed to change attitude. Hence the campaign line Workers are no tools. - public TV and radio stations to reach broad target: 55% of 25-54 y, in restricted period from November 1 tot 11 - ads in sector press - 200.000 posters distributed to all local communities - 100.00 pins Im no tool - 200.000 placemats - banners - worker for sale on Hebbes.be (local online marketplace) - door-to-door sale by 20.000 volunteers media OOP budget: 100.000 euros Define the target audience. - 11.11.11 volunteers and donators - broad adult audience |
| Problema | Objectives - to sensitize the population that decent work is the first step to stop the race to the bottom in the entire world - to ask for their solidarity with the Southern regions - to raise funds to support partners in southern regions, to sensitize and influence authorities, to enable cooperation of all associated organisations Campaign resulted in a 5% increase of fundraising during the annual 11th November fundraising weekend, i.e. the highest growth over the last 5 years. |
| Tipo de Mídia | Imprensa e publicações |
| Director de arte | Jef Boes |
| Redator | Jan Okkerman |
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