Even after doing time, the ex-convicts of the criminal justice system continue being seen with prejudice by employers and society. We needed to change this picture in order to gain respect from society drawing the attention to the labor market, besides raising a debate about this very controversial topic.

Sensitizing companies and the public opinion to get rid of prejudice, we would increase the possibilities of someone giving a second chance to those who are still paying for their past mistakes.

We created Segunda Chance, the only employment agency in the world made by ex-convicts for ex-convicts, that promotes guidance and forwards them to the labor market. We developed the brand, office supplies, tags and even an impressive front desk. All to be seen as a serious and functional institution.

The operation was led by ex-drug trafficking leaders that serve as an example, receiving each applicant in person and getting in touch with HR directors and entrepreneurs to start partnerships which result in job vacancies. In order for this search to be successful, we produced an integrated campaign to promote them.

An integrated campaign disclosed Segunda Chance throughout Brazil. We did newspaper advertisement and banners at the partner stores, disclosing the vacancies; marketing action directly to the entrepreneurs and HR directors; Besides films, a website, mobile and an event for journalists and opinion makers.

The executives at Segunda Chance were invited to talk-shows and interviewed for magazine articles. Their stories generated the largest flow of applicants and debate on media.

The daily life of an ex-convict is living with prejudice. There are so many and so frequent stories that it would be possible to fill in a calendar with all of them. And this is what we did: we sought inspiration in a strong symbol, full of feelings of powerlessness and lack of perspective: the daily marks of the wall that separate so many inmates from freedom. We created the "Freedom Calendar”: 12 ex-convicts, 365 marks made by hand and testimonials with stories of each one of them that can be watched on the cell phone.

An integrated campaign disclosed Segunda Chance throughout Brazil. We did newspaper advertisement and banners at the partner stores, disclosing the vacancies; marketing action directly to the entrepreneurs and HR directors; Besides films, a website, mobile and an event for journalists and opinion makers. In one year, the agency had 3099 applicants registered and vacancies for 15% of them in 50 partner companies, such as: Burger King, Domino’s, Brasil Kirin and AmBev. The executives at Segunda Chance were invited to talk-shows and interviewed for magazine articles. Their stories generated the largest flow of applicants and debate on media.