Case 20 / 31
The world's first employment agency created by former convicts for former convicts.
Segunda Chance Employment Agency
After serving their sentences, former prisoners continue to face prejudice from employers and society. Repeated rejection can trap people in a past they are trying to leave behind, while the doors back to crime remain open.
Together with AfroReggae, we created Segunda Chance, the world’s first employment agency run by former prisoners for former prisoners. The team offers guidance, connects candidates with employers and builds partnerships that lead to real vacancies.
The integrated campaign included films, classified ads, identity, office materials and the agency’s physical space. In its first year, 3,099 people registered and 50 partner companies offered opportunities to 15% of the candidates.
Coverage across 30 major Brazilian news outlets generated more than US$4 million in earned media. Calls and applicant traffic increased by 230%.
Chinaider Pinheiro at TEDx
Former Red Command leader Chinaider Pinheiro became a law student and coordinator of Segunda Chance. At TEDx, he shared how reintegration projects can change lives and why society must take part in restoring full citizenship.
