Digital Campaign of the Week: Nacro

The crime reduction charity launches Change the Record, which aims to amend the 1974 Rehabilitation of Offenders Act to make it easier for ex-offenders to find work

Nacro Change the Record
Nacro Change the Record

What is it?
An integrated campaign by crime reduction charity Nacro called Change the Record, which aims to help ex-offenders get back to work.

Why is Nacro doing it?
Because it says employers are discriminating against ex-offenders. The campaign goal is to amend the 1974 Rehabilitation of Offenders Act to reduce the length of time it takes for a conviction to be spent.

How does the campaign work?
It began this week with the launch of a Change the Record microsite, which includes videos by two ex-offenders – Vicky and Raymond – who believe their past records are holding their careers back. There is also a petition.

What then?
Nacro hopes to secure media coverage in the run-up to the publication of a parliamentary report on 13 September. Lord Navnit Dholakia, Nacro president and a Liberal Democrat peer, and Jonathan Aitken, the former Conservative MP who has jailed for perjury, will support the parliamentary side of the campaign. The campaign will continue on Twitter, Facebook and YouTube.

Is anyone else involved?
Hayley Taylor, star of Channel 4 programme The Fairy Jobmother, is backing the campaign.

Who created the campaign?
The microsite was created by web design experts The Other Media. The rest of the campaign is being coordinated in-house by Nacro.

Third Sector verdict:
A campaign with a clear goal on an issue likely to generate interest.
 

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