Insight: Workers and employers need to see themselves
Years of limited state resources meant Vermont’s image library skewed toward beautiful landscapes, executives, and manufacturing versus the many small workplaces with the positions held by most Vermonters. An appeal to employers and workers to participate in workplace photoshoots for social good created a new, representative collection of realistic images.
Strategies
When you want your state program identity, outreach, digital and traditional marketing to work together seamlessly and effectively to reach diverse audiences — then you need an integrated multi-channel marketing approach:
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Develop a program identity and visual style guide using unusual colors to attract attention while remaining in compliance with State of Vermont government brand guidelines.
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Invest in professional photography to show real workers in diverse workplaces so workers and employers can “see themselves.”
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Plan and develop core information resources designed to repurpose and reformat for use in multiple media channels and for distribution by partners serving specialized communities.
Knowledge & the Tools to Put it Into Practice
Human resources laws and regulations are renown for being long, dense, and complex. The goal of the information architecture design for the website was to organize and make accessible education, legal information, and best practices for employers (especially smaller businesses without HR departments), the individual workers most likely to experience sexual harassment or workplace discrimination, and their co-workers and “bystander” colleagues.
Unexpected Subjects in Unexpected Places
Digital and social media advertising typically focuses on selling products, services, or causes. Thought-provoking facts and questions about workplace discrimination, sexual harassment, and our roles as employers, workers, or colleagues attracted attention and stimulated discussion.
Sexual Harassment Guide
New law translated into everyday language
Infographics and Factoids
Statistics and quotes in accessible, digestible bites
Assorted Print Handouts
Helpful materials with or without internet access
Impact
As the COVID-19 pandemic shut down workplaces and disrupted the extended implementation of the public education campaign, an inclusive framework, and resources to help prevent workplace discrimination and sexual harassment is established in Vermont.
- Image library with Vermonters at work in a range of positions and workplaces
- Content library with core messages and graphic factoids for ongoing promotion via social media channels
- Toolkit of print and digital public outreach materials that enables the VCW team to continue to spread the word with unspent funds
- Broadcast PSAs appeared in every county in Vermont.
