Business in the Community (BITC) - Second Chance CVs

This case study explains how Business in the Community (BITC), a charity, used print ads to challenge prejudice around employing people who have been to prison.

Business in the Community (BITC) - Second Chance CVs

Leo Burnett Change

How did the campaign make a difference?

In the UK, once someone has a criminal conviction they have to declare it by ticking a box on a form whenever they apply for a job. This makes securing employment almost impossible and being unemployed makes them significantly more likely to reoffend – in turn costing the UK economy £11bn per year.

BITC is attempting tackle this by calling on UK employers to create a fair opportunity for ex-offenders by removing this tick box from initial application forms.

During the...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands