Case Study

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As a housing association for the BME community, Ujima were contracted by the Department of Works and Pensions to communicate changes in the way pensions and benefits were to be paid to residents in London. Previous campaigns had been unsuccessful, and we needed to find a way of changing this. After researching key areas and their demographic makeup, we developed a campaign showing ethnically diverse individuals enjoying their leisure time – because they had set up a bank account and did not have to worry about collecting benefits. This campaign was translated into 8 relevant languages. Feedback showed a 35% take up, while previous campaigns had generated less than 10%. The DWP told us that this was one of the most successful campaigns they had done for this project across the UK.