The One Show
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Category
Online Films & Video / Interactive Video
Annual ID
140696N
About the Work
50% of ex-offenders in the UK will re-offend within a year of being released.
However offenders are significantly less likely to re-offend if they find a job.
But 75% of employers admit to rejecting applicants with a criminal record within seconds.
So how do we get people to reassess this prejudice against ex-offenders?
We put them in the position of someone interviewing an ex-offender.
By subverting the 'Skip Ad' button found on pre-roll advertising, we challenged their beliefs.
Each time the viewer tries to 'Skip' the ex-offender, he returns, more defeated, desperately asking the viewer to 'hear him out.' After three skips he gives up trying.
However, if you didn't 'Skip' him, he grows in confidence and tells you of all the things he's been doing in an effort to gain employment.
He ends by thanking you for listening. And giving him a second chance.
However offenders are significantly less likely to re-offend if they find a job.
But 75% of employers admit to rejecting applicants with a criminal record within seconds.
So how do we get people to reassess this prejudice against ex-offenders?
We put them in the position of someone interviewing an ex-offender.
By subverting the 'Skip Ad' button found on pre-roll advertising, we challenged their beliefs.
Each time the viewer tries to 'Skip' the ex-offender, he returns, more defeated, desperately asking the viewer to 'hear him out.' After three skips he gives up trying.
However, if you didn't 'Skip' him, he grows in confidence and tells you of all the things he's been doing in an effort to gain employment.
He ends by thanking you for listening. And giving him a second chance.
2014 Awards
Total Points: 5
Merit
Credits
Agency
Leo Burnett / London
Production Company
Blink / London
Creative Director
Adam Tucker
Creative Technologist
Charlie Martin
Director
Dougal Wilson
Agency Producer
Graeme Light
Nat Kozlowska
Creative Team
Hugh Todd
Darren Keff
Philip Meyler
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