Job Centre Plus - Case Study

Category

Advertising | Digital | Media | Creative

Client

Job Centre Plus

Jobcentre Plus, part of the Department of Work and Pensions, was set up in April 2002. It aims to provide information, advice and jobs, wherever possible, to jobseekers and people of working age who are currently inactive in the job market. In order to target ethnic communities in particular, Mediareach was asked to create a targeted campaign: the Job Centre Plus Ethnic Minority campaign.

Our Task

Mediareach was tasked with raising the level of awareness of Jobcentre Plus among the target audience, generating hits to the Jobcentre Plus micro site (www.myjobplus.co.uk) and to drive calls to the Jobseeker Direct helpline.
The campaign aimed to target Black African and Caribbeans and South Asians (Indians/Pakistanis/Bangladeshis):

  • Between the ages of 18-24 who have been unemployed for more than 6 months
  • Between the ages of 18-30 who have been unemployed for more than 1 year

What We Did

  • Our communication strategy was primarily a gender driven campaign communicating the message ‘whatever your skills, we have jobs to match’. Familiar aspects of personal life such as shopping, cooking etc were used as triggers to motivate people to identify their interests/skills and to encourage them to make use of them in the professional sphere.
  • Our media strategy consisted of primarily outdoor activity in the form of hoardings, ad shells, BT kiosks, and bus panels supported by an Online and Press campaign.

What We Achieved

This campaign generated more than 18,000 calls to the helplines and thousands of clicks to the landing pages. Synovate reported higher than average recall amongst ethnic youth.