A new print campaign by Leo Burnett London for the charity Business In The Community features clever copywriting to try and raise awareness of the difficulties ex-offenders face in the job market…
The campaign, which is running in the UK national press, features three different CVs that on the surface appear normal. Read the text though, and it becomes clear that each actually portrays the inner thoughts of the person reading the CV, and that their prejudices against ex-offenders dominate over the skills the candidate has to offer.
The ads follow last year’s film piece for BITC which featured a clever subversion of the Skip Ad button that appears on many ads on YouTube and similar sites (read about that work here). This print work, while more traditional, contains inventive copy to hopefully draw readers into the candidates’ situation. At the bottom of the ads is a link to a website where readers can sign a petition to remove the tickbox asking about criminal convictions in job applications.
Agency: Leo Burnett London
Executive creative director: Justin Tindall
Creative directors: Adam Tucker, Hugh Todd
Copywriter: Adam Tucker
Art directors: Marc Donaldson, Lance Crozier
Photographer: James Day