Half of ex-offenders in the U.K. will reoffend within a year of release. Understanding these numbers drop significantly if a person is gainfully employed, we sought to help those with prior convictions obtain a fair chance at employment. This campaign appealed to employers directly because 75% admit to rejecting applicants with a criminal record within seconds. To help employers rethink this, we created the "Second Chance" interactive film in which an ex-offender discusses his job search post-prison.

Launch the campaign
Published
March 2014
Topics

The Story

Half of ex-offenders in the U.K. will reoffend within a year of release. Understanding these numbers drop significantly if a person is gainfully employed, we sought to help those with prior convictions obtain a fair chance at employment. This campaign appealed to employers directly because 75% admit to rejecting applicants with a criminal record within seconds. To help employers rethink this, we created the "Second Chance" interactive film in which an ex-offender discusses his job search post-prison.

Every day, millions of people choose to skip over online ads to get to their desired content. We wanted to use this common behavior to our advantage. On the Guardian website, when viewers click “Skip Ad,” instead of going straight to the desired content, they are looped back into the interactive pre-roll ad, which we hoped would convince those who would normally dismiss ex-offenders to give them a second chance. The work was done in VPAID video format and served on the DoubleClick platform.

The Technology

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    VPAID video format

The Results

Since the launch of Ban the Box, the ad has received more than 850K social media impressions, and 627 ex-offenders have found employment since launch. More than £29 million has been saved in the U.K. through ex-offenders finding employment.

627

ex-offenders have found employment since launch

£29M

has been saved in the U.K. through ex-offenders finding employment

850K

social media impressions

Launch Date Oct. 23, 2013