Government hires Mediareach for campaign targeting ethnic workers

LONDON - The Department for Business, Innovation and Skills has appointed specialist agency Mediareach to develop a campaign to raise awareness of employment rights among ethnic minorities.

COI...Mediareach to target ethnic workers
COI...Mediareach to target ethnic workers

Following a three-way pitch through the COI, Mediareach will create a three-year campaign targeting Polish, Lithuanian, Slovak, Bulgarian, Romanian, Latvian, and Bangladeshi people working legally in the UK.

The communications plan, developed by Mediareach, includes press ads, outdoor, online and a PR programme.

Patricia Macauley, the COI head of cultural diversity, said: "Employment advice must be communicated effectively to everyone with the legal right to work in the UK."