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SIMILAR STORIES

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Industry Charities, Foundations, Volunteers
Media Print, Magazine & Newspaper
Market United Kingdom
Agency Saatchi & Saatchi London
Director Matthias Hoene
Executive Creative Director Paul Silburn, Kate Stanners
Art Director Rick Dodds
Copywriter Stephen Howell
Producer Ed Sayers, Jennifer Kennedy
Released April 2011

Credits & Description

Category: Charities
Advertiser: USERVOICE
Product/Service: USERVOICE
Agency: SAATCHI & SAATCHI
Executive Creative Director: Paul Silburn (Saatchi/Saatchi)
Executive Creative Director: Kate Stanners (Saatchi & Saatchi)
Copywriter: Stephen Howell (Saatchi & Saatchi)
Art Director: Rick Dodds (Saatchi & Saatchi)
Agency Producer: James Faupel (Saatchi & Saatchi)
Producer: Jennifer Kennedy (Saatchi & Saatchi)
Producer: Ed Sayers
Account Director: Sarah Campbell (Saatchi & Saatchi)
Director: Matthias Hoene (Partizan)
Media placement: Live Advertising - Live around the UK - 1st April 2011

Describe the objective of the promotion.
75% of offenders in the UK re-offend within 2 years of being released from prison.

The government commissioned User Voice, a charity run and led by ex-offenders with the aim of reducing re-offending, to travel the country to talk to Britain’s troubled youth. Then report their findings back to senior MP's in parliament.

Describe how the promotion developed from concept to implementation.
The challenge was to find a way to incentivize these youths to come forward and talk honestly to the User Voice charity about why they commit crime.

Our Solution was to team User Voice up with Hip-Hop star Speech Debelle.

She travelled the country and met youths all over Britain, in some of the hardest to reach places.

She got them to talk by turning their stories into a song so their voices could be heard.

Speech, User Voice and a group of the youths then presented their insights at Parliament to policy makers and senior MP’s.

Explain why the method of promotion was most relevant to the product or service.
There's no greater expression of the youth's voice than music. Hip-Hop/rap music in particular, as it's written about peoples’ lives. Indeed, Speech Debelle’s Mercury Music Prize winning debut album was written about her own troubled youth and experiences growing up on a South London estate.

User Voice as a charity believe that only offenders can reduce re-offending. This is because they have the experience of going through the criminal justice and therefore the unique insights to make the system work better.

Describe the success of the promotion with both client and consumer including some quantifiable results.
For the first time, senior government policy makes listened directly to the youth of Britain.

As a direct result, the ‘Rehabilitation of Offenders Act’ is now under review by the British government for the first time in 40 years.

They are using the insights they have learned to amend legislation, in order to reduce barriers to rehabilitate and avoid re-offending in Britain.

Both the Youth Justice Board and the London Probation Trust have made the Parliamentary meeting of Britain's troubled youth an annual event.

Speech Debelle made the song, 'Similar Stories' part of her 2012 European Tour.

The project was filmed and is currently being edited into a British documentary.