JTI
Engagement and diversity
Internal communication to welcome differences and promote professional development.
Black Consciousness
Black Awareness Day is dedicated to reflecting on the inclusion of black people in Brazilian society. It is an opportunity to encourage the appreciation of Afro-Brazilian and African cultures. For 5 days, JTI hosted several informative activities on black history, achievements, culture and identity, dedicating more time and space to the exaltation of blackness.
The client
Japan Tobacco International is a multinational company headquartered in Geneva that works with tobacco processing. Bistrô is responsible for institutional and internal communication for JTI in its Brazilian units.
Challenge
The third largest tobacco producer in Brazil and one of the world leaders in the sector, JTI faces the challenge of working with internal marketing as one of its main communication tools, given the restrictions on advertising in the segment.
For the end of child labor
JTI 's Arise program is a project aimed at eradicating child labor in rural areas by promoting educational initiatives. The company seeks to bring about a cultural transformation among rural producers, most of whom are family farmers, who supply inputs for the tobacco production chain.
As a multinational company, JTI encourages English to be spoken at all of its headquarters. That's why the English Day project , a day when only English is allowed to be spoken at the company, has become a tradition here. The idea is to create relaxed moments, which is why we've come up with a humorous campaign to promote the project.
JTI commissioned the podcast Negro da Semana , a project to recognize great national and international black personalities carried out by Bistrô's creative director, Alê Garcia. In each special edition, the story of black personalities who were decisive in the trajectory of the fight for racial equality.
LGBT+ Pride , in June, has been an opportunity for companies to create educational content for employees.
Bistrô developed the “ Far Beyond the Rainbow ” campaign to support awareness initiatives on the topic within JTI.
Over the course of a week, some awareness-raising and celebratory actions were promoted, such as the installation of a special sign in the bathrooms, the production of buttons, t-shirts and computer displays, as well as a chat about diversity with the São Paulo team and a themed celebration moment with employees.
For the 2020 Pride campaign, we highlighted the company's LGBTQI+ employees, giving visibility to their perceptions of the world and the insertion of this public in the market.
At Workplace by Facebook , used by the internal JTI team, we prepared a series of educational content on diversity, presenting “who’s who” in the LGBTQI+ caption.
Also check out other works by Bistrô
