Dave's Killer Bread advocates for Second Chance Employment: hiring the best person for the job, regardless of criminal history. Research shows that finding and maintaining a job can reduce former prisoners' chances of reoffending.
We put resumes on the back of bread packaging—not just to help recently released prisoners get their foot in the door, but to spark a larger conversation about the challenges they face. Our campaign isn’t just about landing jobs; it’s about planting a seed of awareness in people’s minds. When consumers see these resumes, they’re reminded of the systemic barriers to employment that many individuals face after incarceration.
*Editors Note*
We finished this campaign in May of 2024. A few months later, we were excited to see Mischief's "Reszames" campaign for Pizza Hut. This meant we were onto something good enough to run in the real world.
CW: Noelle Smithers
