Everybody know Damm. We drink its beer and dream about living in some of the summers they show in their advertisement spots. But just a few really know what hides behind the brand. Or preferably, who works for making Damm a reference around the world.
Usually, and mistakenly, we tend to relate beer consumption to a men activity. Owing to that, many people think about a giant factory where men produce barrels and barrels of beer. Nothing could be more wrong.
First of all, because Damm produces not just beer, but also water and some other beverages. Also and more importantly, we have to take into account that, with this misconception, we’re not considering an essential piece for the company: all the women who work there.
Because of the ‘World Women’s Day’ celebration, Damm wanted to raise awareness among its stakeholders with a slogan that would flag the acts of a new campaign designed to commemorate March 8, 2019, so everyone could be aware of the important and indispensable role played by women in the company. In the midst of the implementation of an equality plan carried out in the company and that wants to bring workers and consumers into a more egalitarian world, we are faced with a triple challenge: making an Awareness-raising task, linking our strategy with the company’s history, and being creative.
| Life, strengthen, trustiness, energy, passion… The elements that should be communicated
To know what we had to explain, first of all, we had to ask the right questions:
- What has been the evolution of equality in the workplace?
- How have we advanced?
- How do you note how time goes by?
- What still remains to be done?
From here, our proposal was to respond to these questions through real testimonies, which would offer us a veritable and emotional point of view.
| People who work in Damm, our main source of inspiration
Former employees of the company explained to us what the situation and working environment in which women worked when they were in the company, and how the social change was experienced when women occupy new spaces and adopt new roles. Without being aware of it, his testimony was heard and followed closely by current employees of the company, who would later join the group of veterans to exchange views and reflections. With the two groups dreaming in an egalitarian future, the motto was created: ‘We have achieved great milestones, but there is still a long way to go: Let’s face it together.’