• by Les Luchter , August 8, 2024

“I’m so excited!”

Chances are you’ve received your share of such announcements via LinkedIn, where everyone writing a post can choose from seven different ways to “celebrate an occasion” like “work anniversary” or “new position,” accompanied by a visual in a definitive native style.

But what if you’re “less than excited” about your work situation?

In Israel, Kol Zchut (“Every Right”), a nonprofit that fights for citizen’s legal rights, has teamed with Publicis Groupe’s Leo Burnett and BBR Israel agencies, to co-opt LinkedIn’s style with dozens of its own messages and graphics regarding employee issues.

Some examples:

“Less than excited to announce I was laid off while pregnant. #jobinscurity.” (Visual: a pregnant woman carrying a box of her belongings)

“Less than excited to announce the celebrated promotion of my harasser. #jobinsecurity.” (Visual: a dejected woman among celebrants)

“Less than excited to announce I’ve been laid off without compensation from my current position. #rightsviolated.” (Visual: an airplane crash)

Nir Refuah, chief creative off at Leo Burnett Israel, tells Marketing Daily  that neither Kol Zchut nor the agency have heard anything from LinkedIn yet, but they're "eager to hear LinkedIn's opinion and insight.”

The campaign launched Aug. 2 and is running as paid advertising on LinkedIn and other social platforms for two weeks, with the aim of driving traffic to Kol Zchut.

Leo Burnett handled creative and design, with BBR running the account and production.

In addition to rights for both employees and employers, Kol Zchut also deals with such rights as financial, disability, health., housing, education, aging and women’s issues.

Founded in 2010 and assisted by Israel’s Ministry of Justice and National Digital System, the group provides a free database (6,900 pages in Hebrew, 6,500 in Arabic, 1,500 in Russian) and  had 14.7 million visitors last year

There’s also a special section on rights during the current Gaza war.