47% of UK prisoners reoffend within a year of their release. The Clink Restaurants, situated inside prisons, aim to reduce reoffending by training offenders for a career in food and hospitality. It’s an amazing story. Our task was to tell it. But we only had a small budget. So we invited journalists and food critics to spread the word through positive write-ups. We created a book, with a knife and fork secreted inside its pages, which invited journalists to dig in. After all, we’ve all heard stories of offenders trying to dig their way out using utensils that were somehow concealed. We fuelled the natural intrigue through the specially designed dust-jacket which introduced The Clink with an overview of the story we wanted to tell. The overall theme of ‘escaping’ was a snug fit for the brand and its main objective of helping prisoners escape a life of crime.