FNV Horeca is fighting for better wages and working conditions in the hospitality sector, but many young people working in hospitality are not aware of this. Plus, unions are boring, grey, and old, right? FNV Horeca asked for our help to develop a cross-media campaign for the upcoming collective labor agreement negotiations. The main goal is to gather input from hospitality employees – both members and non-members – and give them a voice in future agreements. Because what they find important and want to see improved in the hospitality industry is crucial for the sector's survival.
We came up with a unique advertising property, Tigo the Horecatijger. As a hard worker dedicated to the sector, Tigo calls on his 400,000 fellow hospitality tigers to share their opinions on important industry topics. They will be asked about the level of wage increases, current working conditions, and which subjects should be prioritized in a new hospitality industry agreement.
In the advertisements, FNV Horeca directly emphasizes appreciation. Being appreciated starts with valuing yourself. And the more you value yourself, the more willing you are to stand up for your own rights.
"The current hospitality industry agreement expires at the end of this year, and we will engage in discussions with employers about the future of the hospitality industry and the accompanying labor conditions," says Edwin Vlek, sector leader of FNV Horeca. "About how we can work together to ensure that the hospitality tiger doesn't become an extinct species. And how we can cherish and appreciate the employees – our most valuable asset – so that the exodus from the sector stops and vacancies are filled again. Employers must realize that there is no hospitality industry without employees, and therefore, the new agreement must prioritize the needs and wishes of employees. The voice and support of hospitality employees are absolutely necessary!"
Tigo serves as a connecting factor between the union and all hospitality tigers, making the campaign recognizable and visible. Tigo was designed using VFX and comes to life in real hospitality establishments. The campaign kicks off with an online video on social media. Additionally, there are various shorts and stills in which Tigo raises awareness and calls for action. Furthermore, the campaign will be rolled out offline at various hospitality fairs.