The Change the Record campaign by Nacro aims to improve the employment chances of the tens of thousands of people in the UK who have a criminal record through a change in the law. I’ve commissioned a microsite on which people can sign up. Many people don’t even realise they have a record so another campaign objective is to raise awareness of the issue and provide advice for employers as well as ordinary people.
The microsite includes:
- rich media, gaining hundreds of views via YouTube
- a quick poll feature which is proving popular
- a comments feature, which has encouraged many people, including people we already work with, to leave their own personal stories – and organisations have been pledging their support.
Social media activity aims to reach:
- a general audience via a dedicated Facebook page and Nacro’s YouTube channel
- a media and influencing and activist audience via Twitter
- an employer audience via Nacro’s LinkedIn group
- linked blogging publicised via Twitter
On launch Third Sector made it their digital campaign of the week. The next phase features celebrity tweets and videos, as well as user-generated content.
Information management I delegated team members online campaign tasks which kept information flows and interaction constant and managed.
Scheduling A key objective in the specification was that the microsite should be easy for designated campaign team members to administrate, due to the tight deadline. If this hadn’t happened, there would not have been enough time to add content before launch.