St Luke’s to recruit local businessmen for Govt’s New Deal

St Luke’s is recruiting four ’local hero’ small businessmen for its pounds 18 million blitz promoting the Government’s New Deal for unemployed youngsters.

St Luke’s is recruiting four ’local hero’ small businessmen for its

pounds 18 million blitz promoting the Government’s New Deal for

unemployed youngsters.



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

push.



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.



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