IPB Communications helped Tesco stage a graduation ceremony for more than 130 long-term unemployed residents who successfully completed their training and secured a job in its new Extra store in east Manchester. The event at Gorton Monastery was hosted by Tim Campbell, Sir Alan Sugar's first TV apprentice.

The new supermarket was a Tesco regeneration partnership store and focused on providing training and employment opportunities for people who have been out of work for more than six months.

As part of the project, IPB produced a short film chronicling the recruitment process and the applicants' stories of struggle to find work.

We also interviewed a number of graduates, who included long term unemployed, disabled residents, single mums and ex-offenders, and used them to tell the moving story of Tesco's impact in the area to the media.

In the news:
Manchester Evening News, July 24, 2008
Macclesfield Express, May 30, 2008

What the client said:

"Our approach to working with a range of public sector partners to deliver jobs for the long term unemployed was brought to life superbly by IPB's hardworking and integrated communications campaign."
Michael Kissman, Corporate Affairs Manager, Tesco

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