Company: Noguchi & Peters Ltd.
Company Description: Established in 1996 in Hungary by PR professionals, we are one of the market leaders among over 200 consultancies. We are also a network member of the Porter Novelli group, since 2004. Our main fields of expertise are corporate communications, PA and consumer/brand PR with a deep understanding of strategic planning, media relations, crisis & issues management, digital & social media.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Public Service
 Nomination Title: The Human Side - Integrating workers with reduced work capacity to the labor market
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
The program was launched in February of 2022, and it lasted till the end of 2022.
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 239 words used.
In Hungary, indicators measuring the social responsiveness of our society and people’s willingness to help others have steadily deteriorated over the past 12 years. A lack of openness towards minorities and people with disabilities was also observed in the labor market. There are more than half a million workers in the country with reduced work capacity including people with congenital anomalies as well as people whose health status changed during the course of their life. Despite a labor shortage that peaked in 2022, only 27% of them was able to find a job.
Profession.hu, founded and operating for 20 years in Hungary, is the most visited thematic job portal in the country. As an expert on the labor market, it aims to connect jobseekers with employers, while paying special attention to groups in need of support. To this end, we have launched the Human Side project in 2020 to help people at a disadvantage. After helping the masses who lost their jobs due to the coronavirus, last year we focused on integrating people with disabilities into the labor market.
Our three-quarter campaign was structured around our three main target groups: firstly, we targeted employers, highlighting the benefits of employing people with disabilities. In the second phase, we focused on informing and assisting people with disabilities in a variety of ways. Finally, we addressed the general public, showing how they can help the integration of their fellow disabled people.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 246 words used.
At the heart of the integrated campaign was an informative microsite created for this purpose, which is constantly updated with content to both educate (https://azemberioldal.hu) and direct visitors to other related sites. The regularly updated knowledge repository includes the results of recent research, B2B and B2C interviews and best practice material, professional advice and educational articles (e.g. on legal issues) - useful content related to the employment and use of people with disabilities.
In parallel, a special feature was made available on the Profession.hu job search page at the launch of the campaign to help jobseekers with disabilities and companies open to hiring them to find each other. Within the campaign, companies could advertise jobs for a symbolic price of HUF 1 for positions for which they are looking for a person with a disability.
With our partner, KézenFogva (Holding Hands) Foundation, which has considerable experience in the labor market integration of people with disabilities, we supported each other's work by sharing professional knowledge. The campaign was preceded by a focus group discussion with experts and people with disabilities, which helped us to identify the aspects to take into account when communicating with and about them. Profession.hu has also taken up the cause in the field of internal communication: we organized a sensitization program in-house.
Throughout the campaign we used intensive press communication to drive visitors to the site. Our representative researches attracted the attention of the media at national level.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 250 words used.
Profession.hu recognized the great labor shortage and the potential of employing people with disabilities: as the marketleader, it felt its responsibility to bring together the needs of both parties.
We wanted to raise awareness of the potential of this labor market group, to raise the profile of people with disabilities in the public discourse and to bring the two sides closer, facilitating their meeting on as many platforms as possible.
In addition, to strengthen the company's role as an expert, build its reputation through internal and external communication, and provide professional and financial support for the labor market integration programs and work processes of the KézenFogva Foundation.
Thanks to the campaign, labor market players nationwide were engaged in the issue. Profession.hu successfully showed its responsibility as a market leader, strengthening the company's reputation and its multifaceted expertise. We have supported a number of companies in recruiting reduced work capacity staff and helped jobseekers.
The number of ads for workers with reduced work capacity on Profession.hu has increased by 25% last year compared to the first 9 months of 2021.
In the press, 93 articles across the country (6.2 million OTS – Hungary has a population of 9,8 million) covered the topic, ensuring awareness of workers with reduced work capacity who had been neglected as potential employees.
Over 6000 stakeholders visited the microsite. The introductory video has been viewed by 700,000 people. The Foundation held programs for 33 companies and received 210 relevant employee applications.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 48 words used.
https://www.dropbox.com/sh/smcjfcg16jctji1/AADi1VDdfbP1fliavmx0j4DRa?dl=0
On this link you will find the project's summary in a bit more detail, with future plans added. We have also added the introductory video with English subtitles, which people cpould use during the project to get familiar with the issue and participate.
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