The Department for Work and Pensions (DWP) has launched a multichannel campaign spearheaded by M&C Saatchi to direct people hunting for work toward its ‘JobHelp’ website.
‘Somewhere out there’ sees the government’s welfare arm respond to changes in the labor market brought about by the pandemic to target people on furlough, as well as the ‘worried working’, to assure that opportunities remain plentiful.
Championing the inherent strengths of individuals, the campaign encourages jobseekers to take advantage of its offer of support, training and advice to further their career.
Led by a 30-second TV spot directed by Vince Squibb of Academy Films, the work acknowledges that the unemployed may feel lost in the present labor market, prompting a change of tack to encourage jobseekers to first find what they are looking for from work before landing their next job.
Offering a range of practical and emotional support, JobHelp has been created with a promise that ‘we’ll help you find it’, whatever that means on an individual level – be that support, training or a new career.
Jenni Smith, head of campaigns and marketing at DWP, said: “We want jobseekers to know that there is government support available online as they look for work. The labor market effects of the pandemic have been tough for some people, but this campaign is designed to motivate and enable those who could use a boost to find their next opportunity. JobHelp aims to give them the confidence they need to step out into the newly reshaped labor market and smash it, even if it’s in a job they never knew was out there.”
Matt Lee, executive creative director at M&C Saatchi, added that JobHelp: “...celebrates the little things about work we’ve missed: the gossip, the laughs, the mates. The Post-It notes on food to ward off thieves. Annoying office chairs, lunchtime rituals and all the idiosyncrasies of the 9-to-5. It’s all out there.”
The campaign dovetails with a government goal of ensuring Britain Builds Back Better now that ‘Freedom Day’ is upon us and light at the end of a long Covid tunnel can be sighted.