St Luke’s is recruiting four ’local hero’ small businessmen for its
pounds 18 million blitz promoting the Government’s New Deal for
Four separate TV ads will break on 15 February across the UK, featuring
’real people’ from companies providing places under the scheme.
Other businessmen and company logos will appear in the ads, which will
state that if one employer backed the New Deal he would be seen as mad;
if two supported it, they would be misguided. The ads will then show
more business people gradually joining the ’revolution’ or ’cult’.
Although it is unusual for private-sector companies to feature in a
Government campaign, ministers deny offering ’free advertising’ to
persuade firms to take part in the scheme.
Helena Rafalowska, head of communications and marketing for the New
Deal, said: ’The ads aim to portray the New Deal as a shared national
challenge to get unemployed people back to work.’
Next month’s TV blitz, which opens a three-year campaign, will be aimed
at small and medium-sized firms providing the bulk of the places under
the scheme. Larger companies are being approached via a direct marketing
A radio campaign will target jobless 18- to 24-year-olds and older
workers who have been included in the scheme since it was announced by
the Chancellor, Gordon Brown, in the Budget last July.