Government proposals involve the removal of whole areas of civil law from eligibility for Legal Aid, for instance medical malpractice, employment, education and family matters.
The agency won the business after a five-way competitive pitch and has been working on developing an overall campaign brand, tagline and website as well as a range of channel ideas across PR, social media and advertising.
The budget won for phase one of the campaign is £250,000, which will run until April. Phase two – the biggest phase – will run from April until the end of May.
Unity co-founder Gerry Hopkinson said: ‘This is a very important campaign and we are honoured to have been chosen to work with the Law Society to get its views across.
‘For more than 800 years this country has protected people’s right to be heard in court and this proposed legislation risks removing an ancient principle for those who can’t afford a lawyer. "Sound Off For Justice" aims to put public pressure on Government by giving them a voice to say "no".’
The campaign will focus on both educating the public about the value of Legal Aid and the impact of the proposed cuts on everyday people, organisations and the country’s reputation and history as a global beacon of justice.
The effect of the proposed legislation will be to risk removing any access to justice for millions of people regardless of the merits of their case. The Law Society believes that savings can be made to the provision of Legal Aid without risking people’s basic rights.