Award-Winning Gender Equality Project: Filizlerin Mucizeleri
TürkTraktör, which operates under the Koç Holding umbrella and is one of Turkey’s leading companies in the agricultural sector, launched the Filizlerin Mucizeleri (The Miracles of Sprouts) social responsibility project in 2016 with the aim of increasing the number of registered female employees in agriculture and heavy industry, providing vocational training to female students and raising awareness among female farmers. TürkTraktör commissioned Siu Digital to design the project’s visual identity, produce the content, develop the digital communication strategy, and operate the website and social media accounts.
- ZMarketing Strategy
- ZDigital Marketing
- ZVideo Production
Services We Provided
- Marketing Strategy
- ^Content Marketing Strategy and Planning
- Digital Marketing
- ^Social Media Management
- ^Digital Campaign Management
- ^Video Content Production
- Video Production
- ^Television Commercials
- ^Promotional Film
After realizing that gender equality is a very specific issue that even the most aware among us do not fully understand, we aimed to embrace the project more and make the voices of “Filizler” who really want to succeed heard throughout the Koç Group. Our efforts were not in vain, and Filizlerin Mucizeleri Project was recognized in the “Contribution to the Environment and Society” category of the Most Successful Koç Employees Award, which is given among Koç Holding companies.
The promotional film for the project, which we prepared in interview format to support the Filizlerin Mucizeleri project by visualizing the impact of the gender equality-focused projects that TürkTraktör implemented for its female employees prior to the project, was filmed with female employees and their families at TürkTraktör factories and in the employees’ homes.
How We Started?
At the beginning of the project, we were trained by experts from TürkTraktör’s HR department on the topics of equality and employer branding. This raised our awareness of the fact that female employees actually compete in an unequal environment and that they can get the rewards for their efforts much harder than male employees.
In line with the strategy that emerged from the briefings we received from the brand and the workshops we conducted, we devised effective solutions to the needs we identified. The brand’s main objectives can be summarized as follows:
- ZIncrease registered female employment in agriculture and heavy industry
- ZIntroduce girls to vocational training
- ZRaising awareness among women farmers
- ZSupport gender equality
On the other hand, some of the details we were expected to provide in the operation were a bit different from the projects we are used to, and the following items were requested:
- ZCreation of the tone of voice and visual language that will represent the project in digital and traditional media, as well as development of the digital communication strategy
- ZCreation of printed and digital content to raise awareness of the studies to be conducted in vocational training institutions, villages and TürkTraktör factories
- ZDeveloping content consisting of institutional interviews with female employees of TürkTraktör to serve as examples for female job seekers
- ZPreparing digital content to be published on the project website and social media to present the project as effectively as possible to the target audience, stakeholders, and the press
What We Did?
The first step of the process was to develop a communication strategy to address the established perceptions, reprehensible views, and misconceptions in two male-dominated sectors such as agriculture and industry. It became clear that videos would be the most effective way to reach the target audience through the microsite and social media channels created for the project, and that content to support the videos should be developed according to a specific release schedule. In addition to a promotional film that narrates the project with emotional images and impressive expressions, it was decided that a documentary film would also be needed to allow the target audience to observe the project’s scopes of application and the impact of the He For She campaign that was launched in advance of the project for TürkTraktör’s female employees.
In this context, Siu Digital provided the following services:
- ZWe designed a visual identity that aligned with the project's mission, and developed a communication strategy that could be applied to three different audiences by deciding on the project's tone.
- ZWe created a custom microsite for three different audiences, with three separate landing pages for the project, and positioned the project website as the fundamental medium for digital communication.
- ZIn the commercial film, we wanted to create an emotional connection with all target groups. We focused on emotional outcomes and how the project touches the lives of the target audiences, rather than explaining the functional benefits of the project.
- ZThe promotional film for the project, which we prepared in interview format to support the Filizlerin Mucizeleri project by visualizing the impact of the gender equality-focused projects that TürkTraktör implemented for its female employees prior to the project, was filmed with female employees and their families at TürkTraktör factories and in the employees' homes.
- ZWe found that the most effective way to prepare all content to draw attention to the project, meet target audiences, and create awareness was through effective social media management, and developed visual content in addition to the films.
- ZWe participated in on-site events to observe the activities of the project and enjoyed it very much.
- ZFor the award ceremony for the most successful Koç employees, we prepared a presentation consisting entirely of illustrations, an activity that will help the project get the attention it deserves.
Filizlerin Mucizeleri Project, which was frequently featured in national and local newspapers and news websites, was not only a successful communication activity for us, but also a small but important support for gender equality, which we sincerely strive for in our country. We are proud of our work and the impact we have made.
Result
- ZFilizlerin Mucizeleri Project won an award in the "Contribution to the Environment and Society" category at the Most Successful Koç Employees Awards in 2017, a competition between companies under the Koç Holding umbrella.
- ZTogether with 110 volunteers from TürkTraktör and Siu Digital, the project reached over 6,000 students by visiting 60 schools. We were all proud of the 4-year scholarships for 100 girls.
- ZThe scholarship recipients had the opportunity to intern at TürkTraktör, while the content we prepared for female field workers and female managers strengthened the impact of the project.
- ZFilizlerin Mucizeleri Project, which was frequently featured in national and local newspapers and news websites, was not only a successful communication activity for us, but also a small but important support for gender equality, which we sincerely strive for in our country. We are proud of our work and the impact we have made.
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