“Who is it?” : the campaign that puts prejudices out of the game

DUO for a JOB is launching a national awareness campaign, to change the rules of the game on the job market!

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“Who is it?”

By hijacking the game “Who is it?” , the association wants to draw attention to a chilling reality: even today, in Belgium, having a foreign-sounding name or a “non-Belgian” face is sometimes enough to be excluded from a recruitment procedure.

In the main visual, the spectator takes the place of the player. In front of him, a card representing Aminata, a young woman with an immigration background. Unfortunately, the question asked is very relevant for understanding the characteristics of the character and distinguishing him from others.

“We've all played 'Who is this? ' , but in real life, it's always the same profiles that lose. It's absurd and unfair. With this campaign, we want to put discrimination in the spotlight, without detours. These are the skills that need to score!” Guillaume Albessard, spokesperson for DUO for a JOB Belgium

A game rigged from the start

With this campaign, DUO for a JOB recalls that some young people are automatically eliminated, not for their lack of skills, but for what they “represent”: their first name, their perceived origin, their age or their neighborhood.

Some enlightening figures

📌 A person born in Belgium is 29% more likely to be hired

📉 Unia received 643 reports of racial discrimination in 2024, including 29% in employment

📊 The employment rate gap between people born in Belgium and abroad (outside the EU) remains high: 19%

Aminata story: when racism is no longer even hidden

Aminata, a young person supported by DUO for a JOB, was looking for an internship in aesthetics. After another refusal without a clear reason, she asks a friend with a “Belgian” name to call the same employer.

✅ The no has become yes.

This type of story is not an isolated case. It shows how discrimination remains a structural obstacle to access to employment, in addition to numerous other obstacles: language proficiency, recognition of diplomas, lack of network, or even lack of knowledge of labour market codes.

A campaign visible everywhere in Belgium

The “Who is it?” campaign will be visible throughout the month of October on the streets, stations and metro stations in Brussels, Liège, Verviers, Charleroi, Gand and Anvers, as well as on social networks.

More than 2,500 screens and posters will be visible.

A reality that can be changed

This observation is not intended to be fatalistic. The mentoring towards employment offered by DUO for a JOB is a concrete, human and effective solution:

For more than 10 years, the association has been creating duos between a young person with an immigration background and a volunteer mentor aged 50 or over. And it works: 7 out of 10 young people find the way back to employment (job, internship, training).

Employers, citizens, decision-makers: everyone can contribute to changing the rules of the game.