brighton & hove council
PRESS I DM I radio
the BRIEF
Brighton & Hove council were lacking a diverse social work force and wanted to recruit more people to help ethnic minority groups. The ‘Bilingiual Carers’ campaign worked with a door drop showing a man silenced (and the DM piece closed) with a sticker, with the copy inside reading ‘can you help’ in the different languages that are needed for the roles. The idea worked in local press across two page ads and a local radio ad.
insight & IDEA
Some ethnic minority residents were not able to ask for help as many social workers did not speak their language; their voices were not heard. The words ‘can you help?’ in different languages attracted bilingual carers who could give vulnerable people their voice back and get them any help they need.
AWARD WINNING CAMPAIGN:
RAD Award (recruitment advertising): Best social or charity campaign
Agency: Lawton
Copy: Tim John
Additional project: social work recruitment brochure
concept I art direction I design