“Märchenhaft einfach anmelden” – register with fairy-tale ease: that’s the message behind our nationwide campaign, now in its fourth year, for Minijob-Zentrale, the German government agency that oversees marginal employment. Using TV, print and online media, it promotes the declaration of domestic helpers in private households.
The strategy: no finger wagging. Communicate instead with the magic touch. In 2016, following in the footsteps of Sleeping Beauty, Rapunzel and the Seven Dwarves, Cinderella and the Frog Prince took up the cause of marginal employees in private households in collaboration with the world-famous Augsburger Puppenkiste. Our mini-testimonials presented commercials and advertising visuals against backdrops created exclusively for Minijob-Zentrale.
The result is a campaign, which, rather than lecturing to potential employers of undeclared workers, educates people in a charming and likeable way about the concerns of private marginal workers.
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