The task:

Work can prove a real tonic for people on Incapacity Benefit. In addition to improved income it also provides social contact, which can boost self-esteem and confidence. However, convincing people to take the first step back into work is challenging. When people are unemployed they often feel distanced from society, vulnerable, lack confidence and can suffer from depression as a result of their circumstances. So how could we encourage these individuals to seek support?

A different approach?

Despite limited budgets, we found a way to use television. We negotiated a package where there was virtually no production cost compared with the traditional approach. Using television created tremendous presence and communicated a powerful message. And as a premium media, it also positioned the advertiser as a major player, attracting considerable additional PR. Through careful scripting, direction and filming we built empathy with the viewer, encouraging them to contact a free phone number for help. A quality response was almost instantaneous following broadcast and campaign targets were exceeded.

Here are two of the TV advertisements we have produced - click on the picture to download.