The Irish News, a Northern Ireland regional daily newspaper, took on the recruitment market's leading title, The Belfast Telegraph, and in a highly competitive marketplace. The creative idea for the campaign illustrated a series of jelly baby characters to represent the wide choice and variety of occupations on offer - doctor, accountant, nurse, baker, builder, professional, welder. This was communicated using outdoor, radio and press advertising as well as direct marketing. The campaign successfully raised awareness of the 'Jobs on Thursday' recruitment section and reflected the diversity and range of jobs on offer. It also capitalised on the fact that it was out a day earlier than The Belfast Telegraph, repositioning Thursday as the day for jobs, not the traditional Friday. Overall the campaign secured increases in recruitment circulation, readership, and advertising revenue by 3.62%, 24.2% and 14.91% respectively.