HM Prison and Probation Service shows the varied life of an officer in recruitment ad
The film is the inaugural work by House 337.
The drive aims to attract prospective candidates to roles in the prison service, such as a prison or probation officer, and comprises of a 30-second film called ‘Someone Like You'.
This is House 337’s first work for HMPPS after winning a major three-year recruitment brief from the Ministry of Justice. With fewer than 20% of people considering a role within the prison service, this campaign hopes to change that.
Ben Stack, Ministry of Justice’s deputy director of recruitment and retention, said: “Working so closely with our prison and probation staff on this project was a privilege – their dedication, good humor and resilience was the real motivation to deliver this campaign on their behalf.
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“These insight-driven adverts show the challenges as well as the rewards of these critical jobs. I hope this authenticity helps deliver more applications and an increased sense of pride among our staff in seeing their work portrayed in this way.”
The campaign will run on video-on-demand (VOD), online video, digital audio, social media, and display across the UK.
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Charlie Johnson, creative director at House 337, added: “Not every project gives you an opportunity to do something that can make a difference to both individuals and to society”
“After spending a lot of time with both prison and probation staff we all became truly invested in building an idea that can help both recruit a new generation of frontline staff and inject some pride into a broadly overlooked community of amazing people who do a tough, and very important job. It’s been a long journey but we’re all super proud to finally launch this project with HMPPS."