JOBSAWARE
Launching JobsAware on the BBC
BRIEF
Generate media interest in the launch of JobsAware, a not-for-profit organisation committed to protecting worker rights and raising awareness of job fraud.
Manage the messaging of how the organisation has evolved from a previous organisation, SaferJobs, which was solely concerned with jobs fraud.
APPROACH
a rebrand can be a tough sell. we were honest about what could be achieved and guided them to focus on data and compelling case studies.
We spoke with top tier journalist contacts explaining how widespread job fraud is and how the pandemic had made it even more serious.
We offered an exclusive broadcast interview with JobsAware chair Keith Rosser and case study Jack Hesketh, who had lost thousands of pounds through a bogus online training course.
RESULTS
An exclusive prime time interview on the BBC Breakfast business slot for Keith, with Jack’s story played as a prerecord.
The segment lasted six minutes, giving Keith the space to explain the context of job fraud and the need for workers to be protected from exploitation
JobsAware was mentioned five times in the interview between Keith and business journalist Nina Warhurst and ran as a screen caption
Further coverage featured in The Times, The Sun, The Mirror, The Express, Business Insider and Recruiter
“Working with Harpswood was a real highlight of 2021. We were concerned that our project was difficult to communicate – we were rebranding and evolving rather than launching as a completely new entity. They were honest about what could be achieved and thought through all the issues before coming up with a smart strategy. They then delivered well beyond what we could have hoped for. Getting six minutes on prime time BBC Breakfast to talk about issues of worker protection and job fraud put JobsAware on the map from Day One.”
Keith Rosser
Chair, JobsAwarE