Working Towards...

North Lanarkshire's Working Enterprise initiative, developed by the North Lanarkshire Community Planning Partnership and key local partners, is a cutting edge and unique partnership approach to employability services. This innovative multi-agency approach has been designed to provide a comprehensive, one-stop-shop approach to tackling rising unemployment in the local area and provide the people of the area with a fast and effective route into training and work. Targets include the long term unemployed, third generation unemployed, people on Incapacity Benefit, young people 16-24, lone parents, etc. We were commissioned to design, develop and produce three media campaigns that are anticipated to run over the next year and will incorporate press and on line advertising, outdoor, bus and local radio, plus a series of roadshows and high profile events. We built our campaign around the line 'I'm working towards' This creative strapline is strong, aspirational and flexible enough to work across the many targetted groups and the supporting photographic imagery features local people in live case studies, making the overall effect believable and real. It's already working.