CHALLENGE
The State Labour Inspectorate under the Ministry of Social Security and Labour is an institution responsible for controlling occupational safety, health, and labour relations. Although the Inspectorate represents the interests of both employees and employers, there is still a lack of public trust in its activities and functions. This perception is driven by a lack of information and insufficient understanding of the real benefits provided by the institution.
When developing the communication campaign, our goal was to increase public awareness of the prevention and control measures carried out by the State Labour Inspectorate, their results, and the institution’s contribution to ensuring safe working conditions. We also aimed to strengthen the organization’s visibility at an inter-institutional level, introduce the audience to its benefits, and form more positive associations with its activities through communication.
The main challenge was the already negative public perception, which needed to be changed through clear, understandable, and engaging communication.
ACTIONS
We created the communication campaign “We didn’t agree on that” (“Mes taip nesitarėm”), during which we produced 18 static carousel posts and 18 video posts for Facebook and Instagram social media platforms. In the campaign, we presented different functions of the State Labour Inspectorate in a simple and clear way, highlighted their value, interviewed employees, and educated the public about labour relations regulation and occupational safety.
For the carousel visuals, we used AI-generated images combined with clearly structured textual information, aiming to communicate complex topics in an engaging and accessible way. For video production, we organized a three-day filming session during which all necessary campaign material was captured. Throughout the campaign period, we managed reach-focused advertising aimed at achieving the widest possible exposure among the target audience.
RESULTS
During the campaign, a total of 36 communication posts were published: static carousel posts on Instagram, and video content on both Instagram and Facebook accounts. Reach-based advertising allowed us to reach an audience of more than 233,000 users, while the posts were displayed over 2,345,000 times.
In addition, without any separate traffic campaign, we directed nearly 2,000 users to the State Labour Inspectorate website. Throughout the campaign period, we achieved and exceeded the set performance indicators, strengthening the institution’s visibility and building a more positive image in the digital space.
