| Title | SECOND CHANCE |
| Brand | BUSINESS IN THE COMMUNITY |
| Product/Service | BAN THE BOX |
| Category |
A05. USE OF DIGITAL IN A DIRECT MARKETING CAMPAIGN |
|
Entrant Company
|
LEO BURNETT LONDON, UNITED KINGDOM
|
|
Advertising Agency
|
LEO BURNETT LONDON, UNITED KINGDOM
|
Credits
| Justin Tindall |
Leo Burnett London |
Executive Creative Director |
| Adam Tucker |
Leo Burnett London |
Creative Director |
| Hugh Todd |
Leo Burnett London |
Creative Director |
| Darren Keff |
Leo Burnett London |
Copywriter/Art Director |
| Phillip Meyler |
Leo Burnett London |
Copywriter/Art Director |
| Graeme Light |
Leo Burnet London |
Executive Producer |
| Natalie Kozlowska |
Leo Burnett London |
Agency Producer |
| Charlie Martin |
Leo Burnett London |
Digital Creative Director |
| Camille Simms |
Leo Burnett London |
Digital Producer |
| Dougal Wilson |
Blink London |
Director |
| Patrick Craig |
Blink London |
Producer |
| James Studholm |
Blink London |
Executive Producer |
| Peter Eichhorn |
Holler London |
Technical Director |
| Benjamin Todd |
Blink London |
Dop |
| Ed Cheeseman |
Final Cut |
Editor |
| Miles Kempton |
Grand Central |
Sound Engineer |
| Milos Stojanovic |
Grand Central |
Sound Engineer |
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 wanted to force people to confront their prejudices against ex-offenders, to realise that we all make mistakes; we all deserve a second chance.
Creative Execution
Every day millions of people ‘skip’ ads. We made an interactive pre-roll that subverted this behaviour to remind people how ex-offenders need to be listened to and given a second chance. The interactive pre-roll put the viewer in the position of interviewing an ex-offender. Each time they hit 'Skip Ad' the ex-offender returns, asking for a 2nd chance. With each ‘skip’ he loses confidence. However, if you didn't 'Skip' him, he grows in confidence. This first ever subversion of the ‘Skip Ad’ button made people all over the world re-assess their attitude to ex-offenders. And give them a second chance.
Describe the creative solution to the brief/objective.
Every day millions of people ‘skip’ ads. We made an interactive pre-roll that subverted this behaviour to remind people how ex-offenders need to be listened to and given a second chance. The interactive pre-roll puts the viewer in the position of interviewing an ex-offender. Each time they hit 'Skip Ad' the ex-offender returns, asking for a 2nd chance. With each ‘skip’ he loses confidence. However, if you didn't 'Skip' him, he grows in confidence. This first ever subversion of the ‘Skip Ad’ button made people all over the world re-assess their attitude to ex-offenders. And give them a second chance.
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.