Language
Workplace inclusion is still seen by many companies as a bureaucratic challenge. Uncertainty and prejudice often lead employers to put the issue off. Together with the Baden-Württemberg Association for Youth and Social Services (KVJS), we set out to change that—and raise awareness of the KVJS’s advisory services as a central point of contact for employers.
At the heart of the campaign is a cinema ad showing people with disabilities full of energy and in their element: as doers, thinkers and organisational talents. One thing was particularly important to us: we didn’t want to make a film about people with disabilities, but with them. Every part of the campaign was developed on equal footing with the protagonists and shaped by their own ideas.
To make an impact across Baden-Württemberg, the campaign was strategically rolled out across multiple channels—from cinemas and LinkedIn video and image ads to YouTube and Google Search ads. Together, these channels addressed employers directly while strengthening the KVJS brand.
The campaign achieved strong visibility throughout the region:
- Total impressions: The campaign generated 2,476,865 impressions overall.
- Cinema reach: Screenings in cinemas across Baden-Württemberg generated 269,708 audience contacts.
- Digital presence: Google—including YouTube and paid search—generated 1,868,893 impressions, while LinkedIn contributed a further 338,264 impressions among the relevant B2B target audience.
- High engagement: The campaign recorded a total of 1,564,340 video views—1,526,249 of them via Google and YouTube—and drove 3,337 clicks directly to the website or landing page, encouraging interested employers to take action.
A huge thank you to all the protagonists who contributed their ideas, and to the KVJS for their trust and the fantastic, bold collaboration!
