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The Refugee Résumé

basics
Industry: Public interest & Non-profit
Media:Design & Branding
Market:Germany
Style: Minimalism
descriptioncnen
Synopsis
Situation: Social-Bee is an organization that helps refugees find employment, but many of their client applications do not even get a response. Especially with a gap in your CV, it's hard to get an invitation to a job interview. We wanted to change that. Brief and objectives: An idea that grabs HR managers’ attention without using a high budget. Project scale and Volume: The project was released on January 17, 2018. Distribution method: The Refugee Résumé was sent out as a part of application dossiers containing the cover letter and the résumé. Social-Bee also presented the project on their Facebook site. Size of the production run: Up until February 17, Social-Bee sent out 26 applications. The start-up uses them as a standard tool for daily business.
Outcome
The results: On average, every 4th application led to a permanent employment. Before that, the rate was every 10th application for companies that did not have a partnership with Social-Bee yet. This is why the Refugee Résumé became a standard tool for daily business and gets used as a part of every application dossier now. Value added to brand: Social-Bee has to fight against the structural temping agency image, even though they are non-profit. This is why it added a high image value: it shows that every refugee is treated with time and respect. Value for the consumer: One the one hand, HR managers learn about the refugee’s background before even meeting the applicant. On the other hand, it leads to work, which is the best way to a successful integration. Therefore, it is taking part in solving a big social issue in Germany.
Execution
The approach was to distinguish Social-Bee’s clients from normal applications, but to still keep a professional look. This is why the style is very reduced, with one drawing-like line as the key visual and a typewriter font to add a formal touch and an analog impression. We used uncoated, recycled paper with colored fibers that give the whole application a haptic-visual presence. The fibers make every application even more unique. The overall impression differentiates the résumé further from standard applications often printed on white standard paper, if at all.
CampaignDescription
We are turning the gap in the CV that an escape leaves behind into a strength: the real escape route of every individual becomes a part of the overall design. With the help of Google Maps and the refugees’ memories, the routes got individually graphed and integrated into the Refugee Résumés. Every graph is unique. „The Refugee Résumé“ is not just a visual idea. It is the first CV especially designed to show that refugees can be proud of what they have overcome and that there is no need to hide it or explain themselves. Target Audience: HR Executives and companies in Munich, Stuttgart, and Hamburg.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Design
Communication > Data Visualisation
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