By putting a spin on the famous board game, the non-profit DUO for a JOB is highlighting a harsh reality: even today in Belgium, the job market operates just like "Guess Who?", where candidates are eliminated based on their appearance.
A person's name, skin color, background, or accent still too often outweigh their skills. These are unacceptable rules of the game that Belgian society must change.
The campaign will be visible in Brussels, Liège, Verviers, Charleroi, Ghent, and Antwerp in May 2026, thanks in particular to the generous support of Bauer Media Outdoor/Clear Channel.
A rigged game from the start
When looking at the poster, the viewer takes the place of the player. In front of them is a card representing Aminata, a young woman from an immigrant background. The question asked by the opponent is, unfortunately, all too relevant for identifying the character's specific traits and distinguishing her from the others.
Some eye-opening figures
📌 Twice the effort - According to a study, having a "Turkish" or "Moroccan" name reduces the chances of getting a job interview by 46% compared to a "Belgian" name (Baert and Lippens).
📉 2,502 reports - Unia received 2,502 reports of racial discrimination in 2025, 23% of which were in the workplace.
📊 19% - The employment rate gap between people born in Belgium and those born abroad (outside the EU) remains high at 19%.
➡️ More info on our mission here.
The artist Dena, campaign ambassador
A Belgian, Iranian, queer comedian, Dena supports DUO for a JOB and its campaign.
The artist opened up in a long interview about her journey, her struggles, and her hopes.
➡️ Discover our interview with Dena here.
Changing the rules of the game
Discrimination remains a structural barrier to employment, alongside many other obstacles such as language proficiency, degree recognition, lack of professional networks, and unfamiliarity with workplace norms.
This is not a defeatist outlook. For over 10 years, DUO for a JOB has been pairing young people from immigrant backgrounds with volunteer mentors aged 50 and over. And it works: 7 out of 10 participants find a job or training!
Employers, citizens, and decision-makers: everyone can play a part in changing the rules of the game.
➡️ Read stories from young people supported by DUO for a JOB here.
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