International acclaim for Semcon diversity campaign.
The Semcon campaign Add Perspectives, which emphasises the importance of encouraging more women to join the tech industry, has been nominated in two international competitions. When the European Diversity Awards announced their shortlist today, Semcon is nominated for both the Marketing Campaign of the Year title, as well as Diversity Team of the Year. The campaign is also the only Swedish nominee for a “top award” in Content Marketing Awards.
This is proof positive that we’re working at a high international level. When it comes down to it, we have to understand what people need – all kinds of people. If we don’t see the problems, we can’t look for the solutions. That’s why equal opportunities are crucial when it comes to both effective innovation and communication.
In the Add Perspectives campaign Semcon asked the general public for products that could work better for women. No fewer than 550 suggestions were received in just a couple of weeks, naming everything from large batteries for drills to awkward towbars. A team of women at Semcon devised a new solution for the latter problem – towbars have remained the same since 1932. The team spent a couple of months coming up with a smart automatic concept where the driver does not even need to leave the car to connect a trailer. A better solution for everyone – regardless gender.
The women behind Add Perspectives have now been nominated for the European Diversity Awards, in the Diversity Team of the Year category. Semcon is also nominated for Marketing Campaign of the Year in the same competition. The European Diversity Awards recognise organisations and individuals demonstrating innovation, creativity and commitment to issues relating to equal opportunities, diversity and inclusion in Europe. The winners will be announced at a gala in London on 14 November.
We usually work with men on various projects. Working as part of an all-women team was unusual and exciting, and it was obvious that something happened. We approached problems in a different way, from other perspectives. The solution itself is smart, but probably the biggest difference was our understanding of what our target group needs and how it behaves.
The campaign won gold in two categories in the Swedish Content Awards last spring, and is top finalist for the CMA International Content Marketing Awards, the biggest competition of its kind in the world, for the best campaign. The awards ceremony is held later tonight in Cleveland, Ohio, and Semcon is the only Swedish entry to be top finalist for one of the most prestigious “top awards”.