Social campaign engages the nation and boosts perceptions of Reed

Our national social campaign helped Reed rally the nation to generate 1,000 ideas for the government to keep Britain working.


The client

One of the largest recruitment companies in the UK, Reed is best known for its recruitment brand Reed Specialist Recruitment and online jobsite reed.co.uk. The group also includes welfare-to-work service Reed in Partnership, and training division Reed Learning.

Their requirement

At a time of economic decline when jobs were few and far between, Reed wanted to do something positive. The objective was to address the recessionary climate and its impact on British unemployment, create a sense of community during challenging times and generate practical ideas to keep the country working.

What we delivered

We helped devise a campaign to target the British public, businesses and politicians. The aim was simple: bring the nation together to generate ideas to “Keep Britain Working”. Our contributions included developing the strategy and mechanics of the campaign, centered on an ideas sharing forum at keepbritainworking.com; creating the campaign’s brand identity; and putting out the rally call through targeted online advertising, social media, seminars and direct marketing. The campaign was organised into six monthly themes and culminated in a 200 page book capturing 1,000 ideas from the forum. It was delivered to 10 Downing Street into the hands of David Cameron – adding a great PR opportunity to the activity.

The impact

The initiative received support from all main political parties and prominent business leaders, and the British public responded in its thousands by sharing ideas and opinions on everything from how to tackle youth unemployment, to how to expand UK business globally. The collaborative book of 1,000 ideas showcased the overwhelming response and created great PR coverage when it was delivered by James Reed into the hands of the Prime Minister.