Probation 'Seeds of Change'

Client: Ministry of Justice and HMPPS

Ministry of Justice and HM Prison and Probation Service (HMPPS) leads the recruitment of probation staff. This is a high-pressured system of continuous recruitment to ensure the service runs effectively. As their newly appointed agency and against a challenging backdrop, we were tasked with coming up with campaigns that would hit the mark in terms of tone and raise awareness of the range of rewarding roles available.

Roles in the Probation Service are varied and can make a difference to society, but the public often don’t know the real story about what they involve, or if one of these extraordinary jobs would be right for them. Our first campaign, Seeds of Change, focused on jobs in Community Payback and tapped into peoples’ love of the outdoors - generating awareness via bespoke seed packets, to help us generate a media buzz. Alongside some cracking coverage, the campaign not only busted myths, but meant our target audience (working aged adults) were 109% more likely to believe being a Community Payback supervisor is a rewarding role.