We created a radio ad that subverted the classic radio phone in genre. We had James Whale - one of the original DJ's of the phone-in genre, to host a 'mock' phone in on Ex-offenders finding re-employment.

However just as the callers got going, James would cut them off before they had a chance to make their case, thereby emphasising the need for ex-offenders to be given a second chance, as many are written off in under 30 seconds.

Every day millions of people ‘skip’ ads. We made an interactive pre-roll that subverted this behaviour to remind people how ex-offenders need to be listened to and given a second chance.

The interactive pre-roll puts the viewer in the position of interviewing an ex-offender. Each time they hit 'Skip Ad' the ex-offender returns, asking for a 2nd chance. With each ‘skip’ he loses confidence. However, if you didn't 'Skip' him, he grows in confidence.

This first ever subversion of the ‘Skip Ad’ button made people all over the world re-assess their attitude to ex-offenders. And give them a second chance.

Since the launch of the ‘Ban the Box’ campaign Boots plc, Timpson’s and 11 other major UK brands have changed their hiring policy.

627 ex-offenders have found employment since the launch of the ‘Ban the Box’ campaign

£29.5 million has been saved in the UK through ex-offenders finding employment