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SECOND CHANCE

basics
Industry: Public interest & Non-profit
Media:Cyber
Market:United Kingdom
Style: Minimalism
descriptioncnen
Describe the brief from the client:
Business in the Community supports companies to tackle reducing re-offending - an issue which costs the UK £11billion a year. Employment can reduce re-offending by upto 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.

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
credit
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Other credit:Creative Team: Hugh Todd, Darren Keff, Phillip Meyler
Technical Director: Peter Eichorn
awards
Cannes Lions International Festival of Creativity 2014
Bronze Direct
Use of Dgital Marketing
Cannes Lions International Festival of Creativity 2014
Bronze Direct
Public Health & Safety, Public Awareness Messages
D&AD 2014
Nomination Writing for Advertising
Writing for Digital Marketing
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