Ask for help

Lidl Hellas’ campaign “Ask for help” addresses the critical issue of sexual and moral harassment in the workplace by emphasizing zero tolerance and fostering a safe environment for reporting and recognizing such behaviors. The brand positions itself as a responsible employer committed to safeguarding employee well-being both mentally and physically, signaling a workplace culture that prioritizes respect and safety. Through this campaign, Lidl extends its promise beyond product quality to include ethical and supportive working conditions, reinforcing trust among its workforce and stakeholders. The campaign’s market strategy hinges on a profound insight: the emotional complexity of harassment cannot be effectively communicated through conventional written statements alone. To overcome this barrier, the creative approach employs role-playing to realistically reenact two distinct harassment scenarios—sexual harassment directed at a female employee and moral harassment witnessed by an observer. This narrative technique facilitates deeper emotional engagement and understanding, making the issue more tangible and relatable for the employees. By integrating these videos into internal training and workshops, Lidl Hellas targets its entire workforce of over 7,000 employees nationwide, not only raising awareness but also empowering individuals with confidence in the company’s complaint-handling mechanisms. Furthermore, extending the campaign to social media platforms enhances external visibility, aligning brand values with social responsibility and generating positive engagement. In essence, Lidl Hellas leverages storytelling and educational role-play to transform abstract policies into lived realities, positioning itself as a proactive leader in creating safer, more respectful workplaces within the food and drink sector in Greece.

FORMAT#1 DEMONSTRATION — Directly shows how a product works and highlights its benefits. This campaign most closely fits the Demonstration format because it explicitly stages role-playing reenactments of workplace harassment situations to directly show the emotional realities and harms faced by employees. The use of realistic scenarios, educational purpose, and “showing” rather than “telling” are classic features of Demonstration. Rather than explaining policies in an abstract way or using metaphors, the campaign puts viewers in the scene, vividly demonstrating why recognizing—and reporting—harassment is vital. There’s no product “benefit” per se, but the “product” here is the company’s anti-harassment policy/procedure, which is highlighted in action. The narrative is structured to show actual workplace interactions, making viewers witness rather than passive recipients, perfectly aligning with this format. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats