Campaign identity for the Trailblazer neighbourhood programme
Developing the language and messaging for the campaign was really important. We know that the people who need support to get into work often face multiple and complex barriers to making that first step. It's important that people making that first step don’t feel judged and that the programme feels like something that is human-centered, with support tailored just for them. For many, it's about getting their life back on track, changing it up and making new starts, which led to the campaign name – Life. Reworked.
When developing the campaign we wanted the identity to reflect the offering of the service. This wraparound support is not 'one size fits all' – if something at first doesn’t work it doesn’t matter – SLP and their partners will keep working with you until you find something that does. The programme empowers individuals to overcome barriers and find sustainable employment, with a strong emphasis on understanding and addressing the unique circumstances and diversity of their target audience.
The design is bold and colourful, reinforcing and highlighting that Life. Reworked. is different to other job seeker services – its personable approach is built around the individual, their life and their circumstances.
As well as the new identity the SLP wanted to increase enquiries into the service – since launching in January, the first wave of activity ran across socials before having a small out-of-home presence. The response on socials has been strong with high engagement through the lead generation form – over 200 enquiries in the first 5 weeks of activity.
