For a while now, the Belgian federal government is building up to ‘live enrollment’. But this plan to make local administrations responsible for taking ID pictures, would be a disaster for the photography industry. Numerous attempts by the industry association to set up a thorough dialogue remain unanswered. When in January 2022, the association’s Public Affairs agency Political Intelligence hears about the launch of a pilot project, they turn to their last resort…
At LVTPR, we immediately see the story’s PR potential, but also an important risk: even the slightest impression of an industry fighting against an innovating government to save its own skin, would turn the public opinion against the industry.
During a first strategic intake meeting with Political Intelligence and the industry representative, we carve out the whole story. The case against live enrollment – including numerous disadvantages for citizens and government – is rock solid. Our advice is not to engage in a big guerilla-style campaign but to keep the approach genuine and argument-based. Our weapons: an extensive open letter, a shorter press release with ready-to-publish quotes and our strong media network… We also advise on how the industry can amplify its message through social media.
Almost all Belgian newspapers and radio stations pick up the outcry. Nationwide, the headlines about this ‘bad good idea’ and ‘economic bloodbath’ cannot be overlooked. The very same day, the targeted politicians invite the industry for a sit-down.