Brief

Encourage the long-term unemployed back to work, focusing on disengaged youth groups, immigrant populations people on probation and deskilled labour force.

Research

Interviews with service providers revealed a prevalence of mental health and self-esteem issues amongst the long-term unemployed. Focus group work with the audience segments yielded a range of themes including an immigrant population stripped of its confidence and an audience of young people tired of promotional material that was insensitive and difficult to identify with.

Approach

Emphasise the role that work plays in an individual's identity and sense of self. Present having a job as being 'about more than work'.

Tactics

Leaflets and posters distributed through service outlets. Beer mats through pubs and clubs. Use of real service users and a ‘gritty realist’ approach to imagery to establish authenticity.