J. Walter Thompson Amsterdam wins the National Government’s Anti-discrimination Competition. This competition invited participants to implement the umbrella campaign in a specific campaign for the employment market with the aim of preventing discrimination during the recruitment process. It has been proven that this form of discrimination mostly manifests itself implicitly. A strategy was chosen based on the insight – based on scientific research – that people are only able to change their behaviour when they are aware of their own stereotyping.
"In these times of an apparent hardening of Dutch society, we can hardly imagine a more rewarding subject area in which to make a difference with creativity than anti-discrimination."
— Daan de Raaf, Executive Strategy Director J. Walter Thompson Amsterdam
J. Walter Thompson Amsterdam