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.