Youth organisation Whitelion encourages businesses to become ‘Fresh Start Employers’ in new online creative campaign via BMF
Whitelion, a charity that provides mentoring to troubled young people, is looking to challenge perceptions of troubled youth and encourage businesses to become “Fresh Start Employers” in a new campaign by creative agency BMF.
The online campaign kicked off this week with a video featuring celebrities and senior business people confessing to mistakes they made in their youth.
The aim of the film is to create awareness that the mistakes young people make do not have to define their lives – or their careers.
The campaign encourages viewers to support the cause by visiting the Fresh Start Employer website and recording an anonymous, pixelated and voice-distorted confession to add to the gallery.
The campaign will be promoted across social media 
channels and will hit the streets of Sydney with a mobile “confession booth” which aims to collect confession videos from workers.
By encouraging real people to record their past mistakes, the campaign hopes to demonstrate to employers that for many people the mistakes they made in their youth haven’t stopped them building successful careers.
This campaign aims to open up a dialogue between Whitelion, which provides self-development and employment opportunities to young people who have been involved in the youth justice system, and employers, in a bid to help more young Australians into employment and on to the right path.
Says Mark Watt, Whitelion chief executive officer: “Young people need our support to show them that no matter what obstacles they have faced, they can work towards a positive future. We are asking the business community to support this campaign by providing young people with employment opportunities that will change their lives.”
Says Carlos Alija and Laura Sampedro, BMF joint executive creative directors: “We all make mistakes, but not everyone is fortunate enough to have the right help, or just any help. Engaging people by asking them to confesstheir past mistakes has been challenging but really rewarding.”
5 Comments
Great idea.
Very nice!
Honest. I like.
…there’s a really strong truth at the heart of this campaign – i.e. that our early mistakes neither define nor scar us for life. There’s a lot that can be done around this platform, and it could easily be evolved and carried forward into future work.
I’m impressed that you sold that, Spaniards. Well done.