Sodexo
– Brand Film
Sodexo has been at the forefront of advocating for the integration of exoffenders back into society through meaningful employment. Recognising the untapped potential and skills of this demographic, Sodexo launched the 'Starting Fresh' programme, an initiative aimed at educating and encouraging businesses to proactively recruit skilled and qualified ex-offenders. To amplify this message and reach a broader audience, Sodexo partnered with The Future Collective, to create a compelling film that would highlight the merits of this initiative.
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Creative Strategy
Copy Writing
Film Creation
Challenge
The primary challenge was addressing and altering the perceptions about hiring ex-offenders. Many HR managers and business leaders harbour reservations about the reliability and societal reintegration of this group. The task was to craft a narrative that not only educated these stakeholders about the potential and skills of ex-offenders but also how employing an ex offender can positively impact communities and help to reduce individuals from reoffending.
Solution
The film showcased a day in the life at the Peterborough Prison's training facilities, along side an ex-offenders who had successfully transitioned into the workforce. These narratives were interwoven with testimonials from business leaders who had positive experiences hiring ex-offenders, thus providing credible advocates for the programme.
The initiative not only educated stakeholders about Sodexo’s training opportunities and possible partnerships with businesses but also sparked a broader dialogue about inclusive employment practices, making a substantial impact on community perceptions and contributing to the social reintegration of ex-offenders.
