With the motto "We celebrate equalities and differences" we were asked to construct a communication strategy and touchpoints to disseminate the campaign's messages of inclusion and equality in the workplace.

 Taking an already-established icon, the aim was to expand and develop the story behind the concept of "We celebrate equalities and differences".

We start from the basis that differences exist, for good and for bad. 

The positive differences – high; low; men; women; blind; homosexual; should be celebrated, but can often generate negative impacts by the existence of prejudices.

Those can be reflected in the gender/ethnic pay gap, access to certain positions, or other forms of discrimination. In this context, we wanted to celebrate the “good” differences but promote a result that translates into equal treatment/opportunity/progression.

Framed in the Worten product universe, facilitating identification and not personalizing the themes, we transpose this message into a visual/imaginary universe in which the diversity of gender, race, sexual orientation, and faith is not a limiting factor.

We want to celebrate the differences that exist as they exist! Worten, as a multidisciplinary structure reaps the rewards of this diversity of employees. Worten takes a stand regarding the treatment of its employees. It is for them that Worten fights and treads this path toward equity.

Worten identifies with these differences and celebrates them, for they see them as a positive factor in advancing the corporate culture and structure.

To boost the interactions on Wornten's "information-crowded" internal networks we devised planning schedules so the campaign would stay relevant for a longer period of time. 

We set up the launch of this campaign in 3 phases:

- a teaser with only text where we show the translated problem in “Worten language”. We celebrate diversity, showing that the lack thereof does not bring advantages. We paved the way and awakened the employee's awareness of the problem.

- Once the setup for the problem was done and disseminated we worked on some themes, but with the translation into Worten product language and unveiled the campaign slogan. 

- The unfolding of these pieces was completed with custom copys focusing on various discrimination issues to increase the positioning Worten was committed to insure its employees.

All of de designed pieces were constructed using products from Worten's portfolio, adding just color corrections to emphasize the various themes.