Whitelion provides jobs to young people who have been in trouble with the law. We had to change the perceptions of employers who thought they couldn't be trusted and wouldn't employ them.
To do this we asked celebrities and prominent business people to confess mistakes from their pasts. Then we asked the working public to make their own confessions online.
These confessions became a powerful direct communication tool, showing business owners that their own employees had made mistakes too. Now they could see that there was no reason to be afraid of employing young people through Whitelion.
GENCY: BMF SYDNEY
EXECUTIVE CREATIVE DIRECTOR: Carlos Alija & Laura Sampedro
ART DIRECTOR: Simon Koay
COPYWRITER: Tim Smith