HM Prison and Probation Service (HMPPS) has launched a major new recruitment campaign for the UK’s prison services, created by House 337.
With the tagline ‘An extraordinary job. Done by someone like you’, the campaign aims to attract prospective candidates to roles in the prison service by helping them identify their suitability based on the traits and characteristics required to be a successful prison or probation officer.
A 30-second film called “Someone like you”, highlights how varied and rewarding the role of a prison officer is, while two 20-second films, called “Tammy” and “Paul”, focus on the role of probation staff helping former prisoners adapt to life outside and reducing the risk of re-offending.
Soundbites from interviews with serving prison officers are used in the narrative voiceover for “Someone like you”, which was filmed on location at HMP Berwyn, the largest prison in the UK, with Greg Hackett from Spindle directing. ‘Tammy’ and ‘Paul’ were shot at an operational probation office in London, with House 337’s Rob Sanderson directing.
The films, which will also run in 15-second cutdowns, were informed by immersive research conducted by House 337, involving tours of multiple prisons and probation sites and discussions with numerous staff and their clients, as well as audience research by the Ministry of Justice.
The campaign is House 337’s first work for HMPPS after winning a major three-year recruitment brief from the Ministry of Justice to develop an impactful employer brand campaign to recruit prison and probation staff at a time when fewer than 20% of people would consider a role in the prison service. House 337 won the MoJ / HMPPS brief after a pitch conducted by the Crown Commercial Service’s Communication Marketplace.
The task is part of a wider, ongoing HMPPS transformation placing greater focus on the delivery of frontline services – keeping the public safe, delivering modern prisons that rehabilitate offenders and reducing reoffending.
The 360-degree campaign will run on VOD, online video, digital audio, social media, and display across the UK. It breaks on September 28 with an uplifted activity in regions where recruitment needs are greatest.
This professional campaign titled 'An extraordinary job. Done by someone like you.' was published in United Kingdom in September, 2023. It was created for the brand: HMPPS, by ad agency: House 337. This Integrated medium campaign is related to the Public Interest, NGO industry and contains 2 media assets. It was submitted 4 days ago.
Client Ministry of Justice / HMPPS
Deputy Director of Recruitment & Retention Comms Ben Stack
Senior Marketing Lead Keith Coni
Deputy Head of Recruitment Marketing Ben Rochelle
Tanaye Reid Senior Campaigns Advisor
Chris Coward Project Delivery Lead
Agency House 337
Executive Creative Director Leon Jaume
Creative Director Charlie Johnson
Art Director Jack Tibbs
Copywriter Michael Arthey
Chief Strategy Officer Matt Rhodes
Strategy Director Rachel O’Donovan
Head of Account Management Richard Williams
Senior Account Director Marianne Roberts
Account Manager Siena Singh
Agency Joint Head of Film Victoria Fischer
Agency Snr Producer (Prison) Felicity Cruickshank
Agency Jnr Producer (Probation) Trent Webster
Director (Prison) Greg Hackett
Production company (Prison) Spindle
Production co. Producer (Prison) Gareth Crowthers
Editor (Prison) Billy Mead
Post Production (Prison) No. 8
Sound Design (Prison) Martin Leitner & Sam Robson
DoP (Prison) David Foulkes
Director (Probation) Rob Sanderson
Editor (Probation) Rob Sanderson
Post Production (Probation) N08
Sound Design (Probation) N08
DOP (Probation) Richard Preisner
H&MU (Probation) Lindsay Jewell
Wardrobe (Probation) Emily Davies
Production design (Probation) Lucy Gahagan