Organisation: Brighton & Hove City Council children, families and
schools division
Campaign: No Compromise
Agency: LawtonWare
Campaign aims: Nearly 248,000 people live in Brighton, one of Britain'sfavourite seaside cities. But beneath its sunny image there are a numberof challenges for the local authority, including pockets of deprivationand drug and alcohol abuse. As a result, the council decided to recruitfour assistant directors of children's services when it was setting upits children's trust.
Advertising agency LawtonWare was given a clear brief by the council,explains Brighton & Hove's recruitment strategy manager Lance Richard.First and foremost, the campaign needed to reflect the fact that thecouncil was driving through change. And while it needed to be clear thatthe area's seafront was a very positive asset, it also had to convey thefact that there were problems in the area common to all localauthorities.
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