DWP targets SMEs with disabled employees push

The Department for Work and Pensions (DWP) is to launch a three-year advertising campaign intended to encourage small businesses to give greater consideration to hiring disabled people.

The DWP has hired BDH\TBWA to develop the activity, which will have a budget of £5m. The work will target employers, reminding them of the contribution that disabled people and those with long-term health conditions can make in the workplace.

The ads' main targets will be line managers, staff in HR departments and managing directors running companies with up to 250 staff.

A regional pilot campaign will commence in June, with a national launch scheduled for January 2008.

BDH\TBWA won the business following a pitch through the COI. The agency beat Golley Slater and McCann Erickson Manchester to the brief.

The DWP recently relaunched its Jobcentre Plus magazine, which has been renamed Inspire. The overhaul has placed the title's focus on the lifestyle benefits of employment. The revamp was carried out by Square One, which has since been bought by Seven Publishing.

The publication, which has a circulation of up to 195,000, is distributed via 850 Jobcentre Plus offices in the UK, as well as libraries and Citizens Advice Bureaus.

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