HMPPS Brand Launch

Client: Ministry of Justice

The Ministry of Justice faced a critical staffing crisis with record-high shortages and prisons at maximum capacity. Traditional recruitment methods and negative media portrayals were not enough to attract the necessary 100,000 new prison officers.

Our challenge was to change public perceptions and drive large-scale recruitment in a targeted, efficient manner. We needed a campaign that could deeply engage and educate the public about the true nature and rewards of being a prison officer. Recognising the need for a fresh approach, we leveraged advanced targeting methods to reach our audience in a way never done before. By harnessing data-driven insights and innovative media strategies, we were able to deliver our message to the right people, effectively and efficiently. The result was a phenomenal increase in positive perceptions and relevance of the roles, a significant uplift in ad recall, and a record-breaking number of applications. This innovative campaign demonstrated the power of strategic media use in addressing critical recruitment challenges and supporting the justice system.