The Ban the Box Ads for Business in the Community Sheds Light on Cons

By: Jamie Danielle Munro - Published: Mar 12, 2014 • References: & designtaxi
To shed light on how ex-convicts are looked at in the job world, Business in the Community, a company based in the UK, hired Leo Burnett London to create an ad to help remove the requirement to tick the box on hiring forms stating one has a criminal record.

The ads look like regular CVs, but instead of showing profiles of smiling faces and action words stating past achievements, the sentences reflect what a recruiter would actually be thinking when reading the resume. "He's been inside. 5 months. It throws you. 'An ex-offender' you think." These are just some of the lines that demonstrate how people tend to think knowing a potential hire has spent time in and out of prison. Stats for Convict Resume Campaigns Trending: Older & Average
Research: 776 clicks in 114 w
Interest: 0.5 minutes
Concept: Business In The Community
Related: 52 examples / 40 photos
Segment: Neutral, 35-55+
Comparison Set: 19 similar articles, including: ex-con cooks, computer games help convicts cope, and wrongly convicted convicts.