CASE STUDIES

Under PROGRESS 2007-2013, the EU’s Employment and Social Solidarity programme, Mostra has, since 2008, been implementing a multimedia information campaign for DG Employment, Social Affairs and Equal Opportunities (since 2010 the campaign is under DG Justice) entitled “For Diversity. Against Discrimination”. The campaign runs in the 27 EU Member States in 23 languages.

The objective of the campaign is to inform EU citizens of the EU laws that protect them against discrimination in the workplace on the five grounds of race and ethnic origin, religion or belief, disability, age or sexual orientation, and in society at large on the grounds of race and ethnic origin. It also aims to raise awareness of discrimination issues and to promote the value, power and benefits for all of a diverse, inclusive society.

The campaign included multiple communication products and activities targeting the general public, in particular those of working age, job seekers aged 55+, young people aged 16-24 in, or about to enter, the job market and heads of SMEs (Small and Medium-Sized Enterprises).

Products and activities spanned a dedicated campaign website and e-newsletter, audiovisual materials for TV and conferences, publications for citizens and stakeholders, extensive media relations activities, a pan-EU journalist award, advertising initiatives and numerous events, including awareness-raising events in Cyprus, Portugal, Sweden, Luxembourg, Hungary, Poland, Greece and France during 2009 and 2010.

Under Mostra’s supervision, partner agencies were responsible for organising and implementing at national level, with the input of national stakeholders, a high-profile event in a busy public location, whether a main street, square, shopping mall or cultural venue and attracting the general public to attend. This organisation included all the logistics, promotion, branding, celebrity ambassadors and hostesses for the day as well as securing media partnerships.

Diversity Days were well-attended events with visitors increasing their awareness not just of the issues at stake but also of the role of the European Union in tackling these issues:

 Over 30 000 people participated in 2009 and 2010.
 85% of stakeholders would likely take part in another Diversity Day event if organised again.
 90% of visitors polled stated that the event increased their knowledge of EU anti-discrimination legislation.