HM Prison Service
Changing lives
With the UK’s prison population continuing to grow, HM Prison Service has an ongoing need to recruit Prison Officers across the country. For the right people, it’s a challenging and very rewarding role; but many of the ‘right people’ don’t realise the opportunities available. So as well as targeting those already keen to join the Prison Service, we had to attract people who may never have considered a career as a Prison Officer before.
Multi-media approach
National and local press, 4-, 6- and 8-sheet posters, buses, BT phone boxes, eight-page supplements and digivans were all part of our creative campaign to challenge people’s preconceptions about working in the Prison Service. Having raised interest, we pointed people towards a dedicated website — www.whatsontheinside.co.uk — where they could find out more information, take a self-selection questionnaire (devised by Barkers Occupational Psychologists) to see if they had what it takes to be a prison officer and apply.
Results
This is the first phase of a long term campaign with an initial requirement to fill a number of vacancies. It’s currently still a work in progress, but early indications are extremely encouraging — not only as a brand building exercise, but also in terms of attracting new talent. To date there has been a large number of initial applications via the website.
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Crown Prosecution
Whodunnit? But more importantly, who brought them to justice? We put the spotlight on the ‘good guys’: the CPS.
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HM Prison Service
Many people have the right qualities to be a Prison Officer – they just don’t realise it.
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McDonald’s
Just the McJob: we set the story straight about what it’s really like to work at McDonald’s.
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Tesco
Over 91% of the visitors to our Tesco website agreed that night-time is the right time to be a Store Manager.