Caring across generations – Dreher Breweries’s integrated international Women’s Day and Mother’s Day campaign

This year, Dreher approached International Women’s Day and Mother’s Day through a comprehensive, holistic internal communication campaign developed jointly by the Corporate communications and the HR teams, together with the company’s internal D,E&I Committee (Diversity, Equity and Inclusion) to support an inclusive workplace culture.

“What kind of workplace would you wish for your daughter?” – this was the question Dreher Breweries asked its employees for International Women’s Day this year. Fathers of daughters were invited to share their thoughts, which were then brought to life visually through a creative collaboration with illustrator Barbara Bernát. The project aimed to strengthen responsibility from a male perspective for creating a workplace environment where everyone – including future generations – can thrive. The resulting content continued to live on in internal communications, while the visual artworks were also shared online externally.

The program was followed by a Mother’s Day initiative focused on personal and common experiences and family connections. The company hosted the mothers and grandmothers of employees for a special, experience-driven event, offering insight into everyday life at Dreher and its community. In addition to exploring the workplace, through a themed Dreher Museum tour, the program also highlighted the important role women have played in the company’s history.

The two initiatives were closely connected: while the International Women’s Day campaign emphasized responsibility toward future generations and the role of a supportive and inclusive workplace, the Mother’s Day event highlighted the importance of human relationships, community, and family background. Together, they form a cohesive communication journey that authentically reinforces Dreher’s commitment to building an inclusive workplace.