Fresh Start
Connecting with any audience can be tricky, but when that audience is socially disenfranchised like the long-term unemployed, those with metal health issues and those with low level literacy skills, it’s flat out tough.
Fresh Start is a SA Government initiative designed to help the socially disadvantaged make a fresh start in life with free training opportunities.
We wanted to produce a communication that spoke to the heart as well as the head. Something that would inspire our audience to rise above their circumstances and give training a go. We understood that in some cases our audience would be cynical about government talking at them and telling them what to do so we decided to have their peers do all the talking.
Showpony employed the talents of documentary makers Matt and Rosie from Urtext Films to interview real people for whom training has made a difference. The result is a series of online films that explore the challenges everyday people face getting into the workforce and how the simple act of finding the right training can lead not only to a job, but a happier and more prosperous future.
When you watch Aaron, Jenny and particularly Bec tell their stories, it’s hard not to feel a little silly about the hissy fit you just had because your latte was too hot! Matt and Rosie did an amazing job of their stories to life with sensitivity and empathy.
These mini docos have been edited down to 30 and 60 second versions for free to air television commercials. The campaign includes transit, outdoor tv and radio and has had an immediate impact on the calls to DFEEST and hits to the Fresh Start website.
