Subverted Jobcentre Plus Advertising Pack

Subverted Jobcentre
Plus Advertising Pack


An employee has taken it upon themselves to subvert a new (and expensive) DWP advertising campaign for Jobcentre Plus, to protest the truth of the messages portrayed in the print materials.

*A project inspired by the mistreatment of vulnerable and disabled people by the Department for Work and Pensions, as well as lies and such in their advertising material.

The deliverables are examples of an advertising campaign that is similar to a newspaper run which led to the DWP getting sued for untruthful claims. The fronts of each deliverable are subtle in their subversion — just being a good example of an obnoxious advertising campaign that glosses over the issues people face, by using stock photos of happy and able people, and doesn’t represent the people that need help the most from the service.

No care is given to the colour blind or visually impared in the designs, hinting that the department which authorised the campaign didn’t consider the needs of the people they are tasked with helping.

The back side of each product responds to the claim on its face from the point of view of the subverting employee, and subverts all of the rules for page layout and logo use in the DWP’s brand guidelines document.

All of the back-side text is based on real events and facts involving the DWP and Jobcentre Plus, including stories from news stories and Google reviews.