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The Central Office of Information (COI) managed the three-way pitch which also included CST and VCCP.
DLKW - who won the business following a three way round of research - will lead creative development for a national campaign to raise awareness among vulnerable workers that they have a number of specific employment rights which are enforceable by Government, enabling citizens to assert their employment rights if they are not being treated fairly.
As part of the Government’s strategy, a new single helpline was formed in May 2009 which brought together three employment helplines:

* Agricultural Minimum Wage helpline
* National Minimum Wage helpline
* Employment Agency Standards Inspectorate helpline

The helpline also offers advice on working time issues as well as employment advice for those working for ‘gangmasters’.

The target audience will be encouraged to take action by calling the helpline (in confidence), visiting the website and/or speaking to their employer/agency.

Jolanta Edwards, BIS Assistant Director for Employment Guidance and Enforcement, said:

“We were impressed by the quality of the agencies’ responses, however, DLKW demonstrated a real understanding of our business and we look forward to them producing exciting creative work.”

Jamie Elliott, Deputy MD of DLKW, added:

"Communicating key rights to vulnerable workers presents a unique communications challenge, it's a hugely important campaign and we are delighted to be part of the team".

The campaign will run across a range of media channels and is expected to launch in September 2009.