We knew no one would come forward if they thought they'd be prosecuted. So we convinced the DWP not to prosecute people who came forward - an unofficial amnesty. 

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This enabled us to create an integrated campaign built around the idea of "Do The Right Thing", before it became too late. By running a highly targeted campaign that called out the areas we were advertising in, we added an extra sense of urgency.

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This proved to be a hugely successful campaign, proving that, more often than not, creative thinking starts long before the marker pen hits the page.