«Differently abled» project

Who we are?

4,83 mil subscribers Over 2 000 employees

15 years on market

Our customers

trust us!

We are a part of

16,450 Telekom

Austria Group

employees

We are the

company with the

biggest number of

corporate clients

Belarus is the last country in Europe that doesn’t sign The Convention on the Rights of

Persons with Disabilities

What’s the problem?

•

Our Code of Conduct is based on the same principles as The Convention on the

Rights of Persons with Disabilities:

Non-discrimination

Full and effective participation and inclusion in society

Equality of opportunity and as well as others

So we want to join the Convention at the local level

What we want?

Destroy barriers and prejudices in

business environment to show

the right of persons with

disabilities to work, on an equal

basis with others

Receive privileges from

the State according to the

Article #5 of the Social

Security Act of Disabled

Promote the principles of non-

discrimination, equality of opportunity,

accessibility, full and effective

participation and inclusion in society

among people

Assure corporate

social responsibility

(CSR)

Provide employment

opportunities to

differently abled

people

Offer vacancies for differently abled people

Provide opportunity to work both in the office and remotely

Guarantee appropriate work places

Address to opinion leaders

Address to business

velcom provides equal employment opportunities to all members of society

How we will make it?

employment assistance to differently

abled people

promotion of the principles of the

Convention

staff stability and staff loyalty increase

State expenses recovery according to the

legislative norm

socially-oriented company image

branding

What about profits?

Guidelines and tone of voice:

Please, avoid “disability”, “disable” and all the words

that started with “dis”

How should you talk about it?

Office for the Rights of People with

Disabilities profits:

velcom’s profits:

Gently

Inspiring

Confident

To develop:

Adaptation strategy for differently abled people in the framework of velcom

company

promotional materials to attract differently abled people that will be distributed in

social employment offices

booklet with advices how to communicate with new colleagues (differently abled

people)

social advertising showing everyday life of equal people within velcom

PR strategy

KPI:

99% awareness of employees about differently abled people etiquette

200 interviewed differently abled people

50 new employees with special needs

winning of the CSR-award of the International economic and social fund “Idea”

Work to be done

Target Audience

Differently abled people:

20-40 years old, higher or

specialized secondary education

velcom employees:

2000 people, 20-50 years old,

basically middle management,

lower-level managers

B2C:

21-35, opinion leaders, active civic

position people, open minded,

communicative

B2B:

owners and top managers of Belarusian

business, 30-50 years old,

social and corporate responsible

Insight I’m able to work and want to work!

But I haven’t got an opportunity.

There are a lot of differently abled people in our society, but I can’t accept

equal relationship because they don’t participate in social life.

There are too much difficulties in hiring

differently abled peple

Agency task

Adaptation strategy for differently abled people in the framework of velcom

company, including but not limited to:

Strategy for promoting of the principles

of Convention to the masses including

but not limited to:

- social advertising showing everyday life

of equal people within velcom;

- tour for bloggers within the company

Promotion strategy in the business

environment including but not limited to:

- participation of velcom representatives

in seminars on employment of differently

abled people; - project idea promotion in

Professional Network such as LinkedIn;

- PR solutions

Promotional materials to attract

differently abled people that will be

distributed in social employment

offices

- Booklets developed in

collaboration with the Office for the

Rights of People with Disabilities

with advices how to communicate

with new colleagues (differently

abled people);

- BTL-activitis

Buzz and open dialogue about hiring differently abled people in social media: twitter, facebook, VK, Odnoklassniki

KPI

200 interviewed differently abled

people; 65 new differentle abled

employees (3% of the average

number of employees)

99% awareness of employees about

differently abled people etiquette

10 opinion leaders mentions of the

activity in the Internet (more than 2000

folowwers)

10 mentions in the media, including 2 TV

News

3 lBelarusian companies hiring

differently abled people with similar PR-

campaigns

Global KPI The winning of the CSR-award of the International economic and social fund “Idea”.

Target audience

Differently

abled people velcom

employees

B2C B2B

I’m able to work

and want to work!

But I haven’t got

an opportunity.

There are a lot of differently

abled people in our society, but I

can’t accept equal relationship

because they don’t participate in

social life.

There are too

much difficulties

in hiring

differently abled

people

Insight

Adaptation strategy for

differently abled people in

the framework of velcom

company

Strategy for

promoting of the

principles of

Convention to the

masses

Promotion

strategy in the

business

environment

Buzz in social media: Twitter,

Facebook, VK, Odnoklassniki

Agency

task

What the result?

200 HR

interviews

65 new

employees

10 mentions

in the media

Domino effect in

Belarusian HR

$100 000

KPI:

Budget:

Awareness about

disability etiquette

in velcom