Ican

Together with advertising agency THEY, BKB developed the public campaign Ican. The aim of the campaign is to help 200,000 people with a significant disadvantage to find work. This target group comprises over-45s, (non-Western) foreigners, women, partially disabled and the long-term unemployed

One of the short TV films from the beginning of the campaign

Ican is all about people’s qualities. That’s why it addresses your talents and not your shortcomings. Because you can often do more than you think. Ican is also directed at employers, intermediaries, government and educational bodies. After all, they can also look at themselves, their questions and their answers in a different way: thinking from the point of view of solutions instead of problems; focusing on what is possible, instead of what isn’t.

Ican aims to encourage people to think differently about work, so that a large collective problem can be talked about individually.