Lidl Hellas Anti-Harassment Campaign Promotes Workplace Safety | Clapboard

Ask for help

Description

In 2022, Lidl Hellas, in collaboration with the ad agency Catalytica, launched a powerful campaign titled "Ask for help" addressing sexual and moral harassment in the workplace with zero tolerance. Aimed at over 7,000 employees across Greece, the campaign sought to raise awareness and encourage safe reporting of inappropriate behaviors, emphasizing the importance of recognizing such acts both as victims and observers. Recognizing that words alone could not capture the complex emotions tied to harassment, Lidl Hellas adopted a creative approach using role-playing to authentically reenact two workplace harassment scenarios. This method served as an impactful educational tool, vividly portraying a female employee’s experience of sexual harassment by her supervisor and the perspective of an observer witnessing moral harassment, thereby fostering deeper empathy and understanding. The campaign's two video assets were integrated into training sessions and workshops, significantly enhancing employees' confidence in the company’s complaint-handling procedures. Beyond internal use, the campaign expanded its reach through social media platforms, amplifying Lidl Hellas’ commitment to creating safe work environments and strengthening the brand’s positive engagement. By combining content, digital, and film media, the campaign successfully communicated the urgent message that every workplace must ensure physical and mental well-being free from harassment, inviting employees to speak up and "Ask for help." Through these efforts, Lidl Hellas reinforced its stance that such behaviors must be brought to light and addressed collectively, supporting a culture of respect and safety throughout the organization.

Credits

Client

Lidl

Agency

Catalytica

Production House

TWINSpix, Thessaloniki, Greece

Director

Alexandros Pantazoudis

Creative Director

Nickolas Moustakas / Catalytica

Copywriter

Angelika Kotsafti / Catalytica

Account Management

Natassa Zacharof / Catalytica

Media Director

Dimitris Katsioulas / Catalytica

Web Developer

Christos Traianos / Catalytica

Art Director

Georgianna Bouzika / Catalytica

Head Of Employer Branding

Dimitris Demiris / Lidl Hellas

Head Of Leadership

Gelly Papadimitriou / Lidl Hellas

Hr Consulting

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