G4S Working Prisons

markettiersa4dc undertook the broadcast media outreach for G4S, the UK's leading private provider of prison services, regarding their release of a guide for businesses on how to use the resources available within prisons. The guide was based on the experience G4S has of conducting 'working prisons' schemes in England and Wales for the last 11 years, working with private companies to provide paid employment for prisoners in a variety of fields such as IT and engineering.

The campaign launch tied in with recently released figures showing that the number of prisoners is at a record high.  It was also highly topical due to Justice Secretary Kenneth Clarke’s proposal for prisoners to work a 40 hour week.

The company commissioned a survey of British business attitudes to working prisons, showing six in ten firms are not aware of the Government’s initiative to make prisons places of work. Moreover the research demonstrated an almost total lack of awareness among business leaders of the benefits working prisons could bring, such as low overheads, modern working facilities and low wages.

markettiers4dc lined up top-tier broadcast interviews with Simon Newberry , Head of Community Services and Interventions, Custodial & Detention Services at G4S, case study businesses currently operating from within G4S premises, former prisoners having found work after being involved in the working prisons scheme as well as prisoners currently working from within G4S prisons.

We secured top tier broadcast coverage with: BBC Breakfast who covered the story throughout the morning, ITV Calendar, ITV Granada, BBC Radio 5 Live, The Huffington post and a significant number of local BBC and commercial radio stations. The story positioning and calibre of the spokespeople ignited interest and debate and resulted in significant levels of coverage for the campaign.