Winners & Shortlists

CVs

TitleCVs
BrandBUSINESS IN THE COMMUNITY
Product/ServiceBAN THE BOX
Category A01. FLAT MAILING
Entrant Company LEO BURNETT LONDON, UNITED KINGDOM
Advertising Agency LEO BURNETT LONDON, UNITED KINGDOM
Credits
Name Company Position
Adam Tucker Leo Burnett London Creative Director
Hugh Todd Leo Burnett London Creative Director
Adam Tucker Leo Burnett London Copywriter
Justin Tindall Leo Burnett London Executive Creative Director
Lance Crozier Leo Burnett Art Director
Marc Donaldson Leo Burnett Art Director
Leah Mitchell Leo Burnett London Art Buyer

The Brief

Business in the Community (Bitc) supports companies to tackle reducing re-offending - an issue which costs the UK £11 billion a year. Employment can reduce re-offending by up 50%, so getting a job is key for ex-offenders. But it’s a big challenge to overcome the negative preconceptions that exist around the topic. The brief was to persuade employers to reconsider their recruitment processes to remove the barriers that prevent ex-offenders from getting into work. We targeted HR professionals to confront their prejudices, to realise that we all make mistakes; we all deserve a second chance.

Creative Execution

The CVs targeted the right people using a medium they are very familiar with, in a unique and engaging way. Business in the Community is dedicated to getting ex-offenders back into work; the idea and the execution literally put the issue into the hands of people who can help - HR Professionals and employers.

Describe the creative solution to the brief/objective.

We sent out to HR professionals what appeared to be regular CV’s. However on closer inspection, the reader found these CV’s had been subverted. Instead of featuring qualifications and employment history, it was a stream on consciousness from an interviewer, who, on discovering a potential employee is an ex-offender, immediately rejects them, highlighting how quickly ex-offenders are written off.

Results

Since the launch of the ‘Ban the Box’ campaign, Boots plc, Timpson’s and 11 other major UK brands have changed their hiring policy. 627 ex-offenders have found employment since the launch of the ‘Ban the Box’ campaign £29.5 million has been saved in the UK through ex-offenders finding employment