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October 28, 2009

British Government targets low-paid with touring coffee shop

The UK's Central Office of Information (COI) has launched a 10-week roadshow for the Department of Business Innovation & Skills (BIS), promoting the launch of its Pay & Work Rights Helpline.  The campaign is being run by brand experience agency BEcause.
A branded Piaggio coffee van is acting as the focal centrepiece of the activity, surrounded by a team of seven Brand Ambassadors. Low-paid members of the public, agricultural workers, and those out of work are able to chat to the team about their pay and work rights, and learn about further advice available via the helpline.

Phones and laptops are available for those wanting to access the services instantly, while Hypertag technology allows passers-by to download free VCal reminders to call the helpline.
The new campaign made its first appearance in Manchester and is visiting seven other major cities across the UK during a 40-day run. The week before the arrival of the roadshow in each city, local community champions from BEcause are touring job centres, pubs, youth centres and community centres to pre-publicise the campaign and create local advocates.
BEcause’s latest campaign for the COI builds on previous roadshows for the Government to promote the National Minimum Wage and Smoke Free London.
“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.

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