Second Chance Profiles
Campaign Objective
To tackle bias against people with criminal records by giving potential employers a frictionless way to “meet” rehabilitated candidates and hear their stories, leveraging LinkedIn’s platform.
Campaign Story
LinkedIn UK partnered with charity Inside Out to mentor eight young ex-offenders in launching a streetwear line and building LinkedIn profiles. To publicize it, striking murals and billboards in London showcased each participant’s photo and a QR code captioned “Meet ____ – ready to work”. Scanning the code opened that individual’s LinkedIn profile, complete with their skills, resume, and a candid post about turning their life around. The campaign flipped the script: instead of judging mugshots, employers encountered entrepreneurial designers seeking a fresh start.
Execution
LinkedIn identified eight prison leavers, ages 18–27, and helped them create compelling profiles and a clothing brand via the “Inside Out” program
Professional street artists painted large outdoor portraits of the participants around London’s Shoreditch and South Bank, each with a prominent QR code in the corner
The QR, when scanned, deep-linked to that person’s LinkedIn profile where viewers could connect or offer opportunities
LinkedIn ran complementary social ads featuring the stories and invited companies to pledge second-chance interviews
A pop-up “Blank Canvas” fashion store at Westfield Stratford showcased the ex-offenders’ apparel line, further driving media coverage.
Campaign Success
As a result of the campaign, all eight participants secured job offers or business support. The QR-coded billboards drew significant attention on social media and LinkedIn saw a 14% uptick in U.K. conversations around “hiring ex-offenders” during the campaign. The clothing pop-up sold out its limited collection, demonstrating tangible community impact.
Explore more QR Code campaigns
100 Days QR Prize Hunt
Budweiser
Budweiser launched a global World Cup scavenger hunt. Fans found hidden Budweiser-branded boxes in public locations; each box had a QR code that unlocked prizes like match tickets and beer.
11 Spices QR Puzzle
KFC
KFC’s ad hid a QR code. Scanning it launched a puzzle hunt around KFC’s 11 secret spices, with winners getting free KFC.
WcDonald’s Anime Promotion
McDonald’s
Limited-edition anime-themed packaging with QR Codes unlocked weekly digital manga chapters. Fans got exclusive story content via scans.
Ready to create your own success story?
Join thousands of businesses using Scanova to create engaging QR Code
campaigns that drive real results.
14-day free trial | No credit card required