For my own emotional branding case, I decided to create an idea of a campaign for bringing the often harsh working conditions for employees of digital labor into the spotlight.
There are different kinds of digital labor, but I decided to focus on the often tough working conditions for delivery drivers. During the pandemic, people all over the world depended on their service, but still, they have not received the appreciation they deserve for their commitment especially in times like this.
Due to the fact that the concept of digital labor is still new, a lot of companies that operate in the field try to find loopholes to save money on the costs of employing somebody. Therefore a lot of these workers aren’t fully ensured and often have to take care of their working gadgets, like transportation on their own.
As a symbol of opportunity, the door is in the spotlight of my campaign. Delivery guys run the whole day from door to door, hand over packages or food deliveries. But those doors just open up just for a short moment to transfer goods. The same metaphor is used for the “door” to fair working conditions, and to receive a salary so people are able to make a living out of it.
