This campaign is part of my bachelors assignment which was an identity for The Danish Association of Masters and PhD's. The association is a union for university educated workers.
The objective of the campaign is to associate a membership of Magisterforeningen with something more than what a union normally offers. Traditionally unions offers safety for you in everything regarding your relations towards your employer.
To position Magisterforeningen apart from it's competitors this campaign sends the message that a membership of Magisterforeningen shows that you care about f.ex. the environment and everything that might be good for your fellow man. The argument to back up this approach is that in danish consumer segmentation studies academics tend to be more aware of the next man and environmental issues.
A rough translation of the chicken poster would be: Caption: The heart of Magisterforeningen doesn't solely beat for your right to decent work conditions. Payoff: The union for academics with care for all.
Se the full argumentaion in the communication-plan (in danish).

// Hverve-kampagnen er en del af min bachelor-opgave som var en identitet for Magisterforeningen. Magisterforeningen er en fagforening for universitetsuddannede.
Kampagnens formål er at associere et medlemsskab af Magisterforeningen med nogle bestemte værdier. Traditionelt har fagforeningerne klaret alt hvad der har med arbejdsmarkedsspørgsmål at gøre, men denne kampagne forbinder også et medlemskab af Magisterforeningen, med en positiv holdning til f.eks. økologi og generel hensyntagen til fællesskabet.
Argumentet for denne tilgangsvinkel er at forbruger-segmenteringsstudier af akademikere viser at de traditionelt er mere betænksomme og opmærksomme på miljø- og samfundsspørgsmål.
Se den fulde argumentation i kommunikations-planen.