BECỌ, a social enterprise that makes environmentally-friendly toiletries, is asking businesses to hire more job applicants with disabilities.
Around 80% of BECỌ employees are either visually impaired or physically disadvantaged. However, according to the brand, 1.1 million disabled people are still struggling to find work in the UK.
To address this problem and incite change, BECỌ created the campaign #StealOurStaff that launched earlier this month. The brand turned the packaging of its soap products into resumes. Each soap box and label showcases the name, job role, skills and headshot of one of its employees accompanied with the hashtag #StealOurStaff. The products are currently available for purchase in Boots, Sainsbury’s and Waitrose – three major UK retailers.
BECỌ also also wrote an open letter that challenged employers to take a stand and change attitudes about hiring people with disabilities.
To promote the campaign, BECỌ created a video featuring its employees talking about their jobs. The video humorously lampooned traditional TV audio descriptions in ads.
Why it’s Hot:
This campaign is a win for the brand on all fronts: they’re able to sell product while touting their company’s core belief (plus, customers get to feel good by supporting them and buying). At a time when brands are trying to show customers they care, BECO is doing more than just talking about social good – social good is build into the fiber of their company.