COI hires Because for Pay & Work Rights event

COI hires Because for Pay and Work Rights event

Chantelle Thorley, 14 October 2009

The Central Office of Information (COI) has employed experiential agency Because to launch a ten-week roadshow, aimed at raising awareness of the Department of Business, Innovation and Skills' new Pay and Work Rights Helpline.

Until 23 November, a branded Piaggio coffee van will be touring major cities across the UK offering low-paid members of the public and those out of work the opportunity to chat to brand ambassadors about their pay and work rights, and learn about further advice available via the helpline.

Phones and laptops will be available for those wanting to access the services instantly, while Hypertag technology will allow passers by to download free reminders to call the helpline.

Brand ambassadors will also visit job centres, pubs, youth centres and community centres to pre-publicise the campaign the week before the arrival of the roadshow.

"This is another example of how live brand experience is increasingly being used as an educational tool by government departments to highlight new services in an engaging fashion," said Because managing director Sharon Richey.

This latest campaign builds on the agency's previous work for the Government, which includes events surrounding the national minimum wage and Smoke Free London.

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