New Deal is a Department of Work and Pensions initiative and part of the Government's Welfare to Work strategy. It aims to give job seekers who are over 50, lone parents or people on health-related benefits the opportunity to explore work options and help them into employment.
The multimedia campaign breaks in mid-September and features the new endline: "New Deal. The deal is you're not alone."
RKCR/Y&R has developed three 40-second commercials, which will be weighted to daytime programming to hit the target market of those out of work.
The campaign also includes three ten-second spots. Television will be supported by radio and executions in local press, specialist ethnic minority titles, disability and carer publications and online creative.
The campaign idea equates the emotional barriers that stop an individual from getting into work with actual physical obstructions. The ads then go on to show how New Deal can overcome these obstructions.
"New Deal is a subject that demands sensitivity and therefore we have worked hard to create an empathetic, positive and directional campaign that shows how New Deal really can help people back to work," Tony Harris, a managing partner at RKCR/Y&R, said.
In each execution, a character faces a barrier blocking his or her journey to work. The characters are then shown speaking to a New Deal adviser, who helps them with their requirements - such as finding child-care. The commercials end with the character overcoming their personal barriers and continuing with their journey.
The campaign was written and art directed by Pip Bishop and Chris Hodgkiss.
The film was directed by David Hartley through Brave Productions. Media planning and buying was handled by PHD.
"We are currently experiencing record levels of employment in this country and I want more people to share in this success," Des Browne, the minister for work, said. "We know that most people without jobs would rather be working and I'm convinced that the versatility New Deal offers means that these people will find the help they want."
According to the latest figures provided by the DWP, there are 27.92 million people in work in the UK.
RKCR/Y&R and PHD picked up the estimated £7 million New Deal account in March, after a mammoth nine-month review carried out by COI Communications.
At the time, the review was expected to take about three weeks. However, not long after the process began, there was a change of minister at the DWP, with Andrew Smith replacing Alastair Darling.