| Title | CVs |
| Brand | BUSINESS IN THE COMMUNITY |
| Product/Service | BAN THE BOX |
| Category |
A01. FLAT MAILING |
|
Entrant Company
|
LEO BURNETT LONDON, UNITED KINGDOM
|
|
Advertising Agency
|
LEO BURNETT LONDON, UNITED KINGDOM
|
Credits
| 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