Even after doing their time, ex-convicts are still being seen with prejudice by employers and society. With doors to the labor market always closed, many of them end up going back to crime, whose doors are always open. That's why Artplan joined AfroReggae NGO and 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. The operation is 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 developed the brand, office supplies, tags and even an impressive front desk. All to be seen as a serious and functional institution. And also we produced an integrated campaign to promote the agency with commercials, classified ads and direct marketing. In one year, Segunda Chance had 3099 applicants registered and vacancies for 15% of them in 50 partner companies, such as: Burger King, Brasil Kirin and AmBev.
afroreggae.org/segundachance
"Segunda Chance Employmet Agency"
Agency: Artplan Group
Client: AfroReggae
Creative Vice President: Roberto Vilhena
Creative Director: Rodrigo Moraes
Art Director: Rodrigo Moraes
Copywriter: Frederico Cruz
Graphic Designer: Lucas Rampazzo
Art Buyer: Vivian Tomaz, Felipe Cunha
Producers: Bruno Werner, Ronaldo Martins, Davi Vidal, Pierre Queiroz
Account Executive: Ana Julia Damm
Account Director: Flavia Bittencourt
RTVC: Ana Ourique
Film Director: Alex Miranda, Trator
Sound Design: Lucas Duque, Sonido