2012 Winners & Shortlists

The Campaign

Tamkeen, developers of Bahrain’s labour market and human capital, set out to promote three sectors of Logistics, Tourism and Manufacturing to Bahraini youth. The challenge was to tackle the lack of awareness and therefore, low appeal of careers in emerging sectors of the economy. The “Discover Life at Work” Career awareness campaign was initiated to invite students and fresh graduates to explore and discover rewarding careers in these specific sectors. We devised a strategy based on the “Three Profession Magnets” to capture attention of targets and direct it towards wanting to know more about the logistics, tourism and manufacturing professions. These three magnets were Money, Fun and Social acceptance.

Success of the Campaign

High participation by students, parents and industry partners from the three sectors. The films showcasing each industry proved to be highly popular on social media and especially among cinema audiences who appreciated the humour behind the concept. The campaign brought clarity and visibility to logistics, manufacturing and tourism sectors. Successful response to Magazine inspired client to continue publication for 3 more years to act as the primary channel to promote other careers and messages. Approximately 2,000 students attended the Careers Convention during 23-25 November 2011. 44 participating companies participated from Logistics, Manufacturing and Tourism sectors. The campaign was successful in achieving Tamkeen’s objective to open channels of communication with youth aged between 15 to 20 years. It helped integrate practical experience with personal connection in all the three sectors.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We implemented the strategy through four primary integrated modules. 1. Advertising comprised of three campaigns based on humour and cultural insights. It entailed print, outdoor, cinema, Internet, PR and social media dedicating one month for each sector. Social Media was effectively used throughout the campaign. 2. The campaign’s Website, www.discoverlife.bh, enabled online registrations for the Careers Convention and provided informative resources related to career development, job descriptions and job openings. Interactive avatars engaged web visitors attention as soon as they logged in. Online games provided a fun way to learn about each sector. 3. We designed and produced a Magazine that would speak to the youth in their language. The magazine covered youth lifestyle as well as career issues, success stories and education. 4. A Careers convention featuring Seminars, Exhibition and interaction with career counsellors brought together companies, students and career counsellors on one platform.