Another recent addition to the underscore client list is WayBack – a Norwegian institution made up of former prisoners who help existing and former inmates to find a new life after prison without crime and drugs.
They approached underscore to develop their brand promise and to specifically assist with their funding requirements from private companies, funds and persons.
The essence of this exercise was determined by research that showed for every krone invested in the support of released prisoners, the saving to the society is eighteen, and so a new positioning statement of “Wayback – an investment for all of us” will be used to accompany all of their materials as they seek to raise funds and importantly to give existing and released prisoners some hope of a fresh start in life.