Innovative Practices 2013 on Employment
Jobs for persons with psychosocial disabilities
|Name of Innovative Practice:||Jobs for persons with psychosocial disabilities|
|Organisation:||New Life Psychiatric Rehabilitation Association (NLPRA)|
NLPRA’s social enterprises adopt a business approach in operation, with the social objective of providing work and training opportunities to people in recovery from mental illness (PIRs) in a real work setting. NLPRA currently runs 21 social enterprises in retail, catering, eco-tourism, direct sales, cleansing and property management. Diversified work trades are provided to PIRs to match their vocational needs and the market demand.
NLPRA adopts a “Training + Employment” model in operating its social enterprises. PIRs are placed in its social enterprises to receive work training with on-going support. With further progress, they might be employed by its social enterprises, or they could go on to seek open employment with the support of the organisation’s Placement Officers. PIR staff are paid at market rate, while trainees receive training allowances as a motivation for improvement.
NLPRA’s social enterprises underwent rebranding two years ago through partnering with local designers. A new umbrella brand “330” has been established. It is consonant with “body-mind-spirit” in Cantonese and echoes the association’s vision of promoting a healthy body, mind and spirit amongst the public. The exercise included new naming and corporate identity design, covering logo, packaging, uniforms, shop design and collaterals.
Furthermore, NLPRA extended the rebranding exercise to its own-brand products produced by the association’s sheltered workshops. New brands have been designed with attractive packaging, distinctive logo and colours, hence giving a visually appealing presentation to the products so as to demonstrate the brand personality. In addition, a “Bright-Buy” message and cartoonised icons with PIRs’ stories are incorporated in the packaging to add value to the brand. These products are now sold in different places like supermarkets, shops, bookstores etc. The new brands have been gaining awareness and recognition in the market.
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