Making a regulatory obligation understandable: the national launch of eWorkPermit
For MINEFOP, the task was to make a new work-visa digitization platform known and inform thousands of employers of their new obligations — without settling for one more official press release.
The brief
MINEFOP (Cameroon's Ministry of Employment and Vocational Training) asked us to support the national launch of eWorkPermit, the platform dedicated to digitizing work visas for foreign nationals working in Cameroon. The goal: deploy a 360° communication effort to make the platform known and inform employers of their new regulatory obligations.
The challenge: a legal obligation, not just a new feature
A government platform like this carries two messages at once, and the pairing is harder to land than a simple announcement: "here's a new tool" and "here's an obligation you must now comply with". The first message can simply be communicated; the second has to be understood, or it stays a dead letter for a share of the employers it targets.
Multi-channel communication, coordinated end to end
We built the communication strategy and plan, the editorial calendar, the video scripts and motion design, drafted MINEFOP's press releases, and coordinated distribution with TV channels, radio stations and other media. Community management then carried the campaign on digital channels and handled public questions.
A call center, not just an awareness push
Beyond the content itself, we set up and ran the call center dedicated to the platform. That detail is what separates an awareness campaign from a system actually built for the obligation it supports: an employer confused about an administrative step needs a direct answer, not one more social post.
What the campaign delivered
A coherent campaign, run as national 360° institutional communication, that strengthened visibility for both the platform and the campaign as a whole — press, TV, radio, digital and direct employer support speaking with one voice rather than in scattered pieces.
Our approach
National institutional communication isn't just about announcing something new: it has to support the people who must comply with it until they've actually understood it. That's the logic — beyond broadcast, all the way to direct support — we bring to every public-sector mandate.