| Title | SECOND CHANCE |
| Brand | BUSINESS IN THE COMMUNITY |
| Product/Service | BAN THE BOX |
| Category |
A09. USE OF OTHER DIGITAL PLATFORMS IN A MEDIA CAMPAIGN |
|
Entrant Company
|
LEO BURNETT LONDON, UNITED KINGDOM
|
|
Advertising Agency
|
LEO BURNETT LONDON, UNITED KINGDOM
|
|
Media Agency
|
GUARDIAN MEDIA GROUP London, UNITED KINGDOM
|
Credits
| Justin Tindall |
Leo Burnett London |
Executive Creative Director |
| Adam Tucker |
Leo Burnett London |
Creative Director |
| Hugh Todd |
Leo Burnett London |
Copywriter/Art Director |
| Darren Keff |
Leo Burnett London |
Copywriter/Art Director |
| Phillip Meyler |
Leo Burnett London |
Copywriter/Art Director |
| Graeme Light |
Leo Burnett London |
Executive Producer |
| Natalie Kozlowska |
Leo Burnett London |
Agency Producer |
| 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 |
Results and Effectiveness
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.
Creative Execution
In a world first, the Guardian website agreed to make their pre-roll ads interactive to incorporate the campaign and allow the viewer to ‘skip ad’. When the viewer thought they’d ‘skipped’ the ad, the idea and technology combined to great affect, where our ex- offender re-appeared. The more you ‘skipped’ him the more dejected he became, asking you to ‘hear him out’. Through the use of double click technology and VPAID files; we managed to pull it off, allowing viewers around the world to reconsider the plight of e-offenders. And give them a second chance.
Insights, Strategy and the Idea
Business in the Community 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.
We created an interactive pre-roll that put the viewer in the position of interviewing an ex-offender. By subverting the 'Skip Ad' button, we challenged their beliefs. Each time they hit 'Skip Ad' the ex-offender returns with his confidence knocked, asking for a 2nd chance. However, if they didn't 'Skip' him, he grows in confidence.