Unlocked attracting media attention
By Xuan Hoang
Unlocked is a program aimed at training graduates to become inspirational and supportive leaders. By bringing in talented minds, the scheme hopes to breath fresh ideas to the prison system, and cut the number of reoffenders.
Prisons had been in the press a lot in the build-up to the launch of Unlocked - and not in a good way. There were stories of prison riots, and real concerns about levels of violence caused by declining staff and a rising prison population.
So, it was a big deal when Unlocked attracted positive media attention. The Guardian and BBC spoke to some of the grads to hear their stories. In both articles, we gain a fascinating insight into their personal motivations and reasons for joining the prison program. Unlocked also featured on BBC radio Newsbeat, where we heard more individual stories about supporting inmates, and some of the inspiring relationships that were built.
All coverage recognised the big challenges faced in our prisons. But most encouragingly, they all highlighted the exciting and important work of Unlocked.
SMRS are proud to have helped Unlocked find the enthusiastic, and talented minds they needed. We were called on board to develop a highly strategic campaign that had to challenge perceptions, and generate high levels of awareness, and ultimately applications.
With the clever minds here, and lots and lots of data, we understood everything we needed to know about their audience to make it work. In the end, we saw over 5 million views of our adverts, over 60% of people who started an application note that they had seen an advert or read about in the media, and 200 directly attributable completed applications. A mammoth result, for a mammoth challenge.