COI pushes jobs line

The government is poised to appoint an advertising agency to promote a new telephone-based ’back to work’ initiative.

The government is poised to appoint an advertising agency to

promote a new telephone-based ’back to work’ initiative.



The initiative, which is part of Labour’s New Deal welfare-to-work

programme, is aimed at people who are unemployed but, for a variety of

reasons, deterred from visiting job centres.



The brief is to encourage people to call a helpline which will match

unemployed adults’ skills with vacancies.



The Central Office of Information (COI) is understood to have

short-listed DMB&B and St Luke’s, although both declined to confirm

involvement. It is believed that the campaign is worth pounds 3m-pounds

4m.



Both agencies are on the COI roster. St Luke’s created the New Deal TV

campaign earlier this year and DMB&B produces work for the Department of

Education and Employment.



No one at the COI was available for comment as Marketing went to press.



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