This Non-Profit Hijacked LinkedIn’s Visual Identity to Highlight Workplace Injustices

In a daring marketing move, Leo Burnett and BBR Israel have partnered with the non-profit organisation 'Kol Zchut' to launch a smart and provocative campaign on LinkedIn. 

This initiative, named 'Less than excited' designed to raise awareness about workplace injustices, creatively expands LinkedIn’s 'Occasions' visual language with dozens of new 'Occasions', designed in the native platform identity look, to highlight career events that are often much more difficult to share.

LinkedIn is known as a platform where professionals celebrate their achievements, whether it’s a new job, a promotion, or a career milestone. However, not all career events are celebratory. Many individuals experience hardships that significantly impact their professional lives and rights. This campaign aims to give a voice to those less cheerful, yet equally important, experiences.

These situations are depicted in visual banner ads running on LinkedIn, each with a unique visual representation that captures the emotional and professional impact of such experiences. For example, one banner shows a pregnant woman carrying a box of her belongings, symbolising being laid off while pregnant, with the caption, "Less than excited to announce I was laid off while pregnant! #jobinsecurity". Another banner highlights the celebration of a harasser's promotion, and a third banner depicts the sombre reality of enduring a toxic relationship with an employer for two years.

By hacking LinkedIn’s familiar visual identity, Leo Burnett and BBR Israel have created a powerful tool for individuals to express and share their personal challenges, making these often-silent stories visible to a broader audience.

The campaign is prominently featured on LinkedIn and other social media platforms, driving traffic to 'Kol Zchut'. This non-profit organization provides invaluable data and consulting services at no cost, helping individuals understand and utilise their rights.