Ripples of Change

The creative agency House 337 has launched a striking new campaign for HM Prison and Probation Service (HMPPS), putting the profound impact of Probation Officers at the heart of its “Ripples of Change” campaign which sits under the platform of “An extraordinary job. Done by someone like you”.

The main focal point of the campaign is the film, shot by Partizan’s Martin Stirling. Within the 30 secs the viewer follows a Probation Officer through their daily tasks; revealing how this important role can help transform lives, protect communities, and give people a second chance. Moving beyond traditional recruitment messaging, the campaign showcases the reality and the reward of working in probation - a role that requires emotional intelligence, resilience, and a genuine desire to make a difference.

Showcasing how Probation Officers work with individuals on their rehabilitation journey, managing risk, supporting positive change, and ultimately contributing to safer communities, the film captures how the role combines pastoral care with public protection, requiring both compassion and professional judgement, and highlighting the extraordinary impact that this role can have on a person, and the lives of their loved ones.

Through authentic storytelling, we see the profound impact of this work from both sides; how Probation Officers find purpose and fulfillment while genuinely transforming the lives of those they support.

“Probation Officers do extraordinary work every single day, work that genuinely changes lives and protects our communities. But too many people don't realise this role exists, or that they could do it themselves.” said Josh Green, CCO, House 337. “Our film shows the reality of the job: the challenges, the small wins, and the profound sense of purpose that comes from helping someone turn their life around. We wanted to create something that would make career changers stop and think ‘I could do that. I want to do that.’”

Targeting career changers with life experience, the campaign specifically speaks to people aged 30-55 from sectors including health and social care, administration, education, customer service, and hospitality who are looking to change their careers, and who can bring valuable life experience and transferable skills to the role. Unlike many public sector careers, Probation Officer roles don't require specific qualifications, just the right personal qualities, including the ability to build relationships, communicate effectively, and stay calm under pressure.

James Evans, Deputy Director of Communications, Ministry of Justice said: “Probation Service roles are incredibly varied, reaching into every corner of the criminal justice system. This campaign celebrates the extraordinary work that takes place across probation every day - showing how seemingly small actions by staff can create real-world impact. One plan, one decision, one conversation can spark a ripple of change, beginning with an individual and extending outward to families, neighbourhoods and entire communities.”

The campaign launches with high-impact OOH placements in key locations across the UK, supported by the film and a provocative audio campaign, all designed to reach career changers at moments when they're considering their next move. The creative approach emphasises aspiration while maintaining realism, showcasing the genuine impact of the role without glossing over its challenges.

Steve Hawthorne, Creative Director, House 337 said: “From speaking to people in the Probation Service we realised that the incredible impact they have starts with very small, human interactions. Honest conversations. Listening. Empathy. Skills that plenty of people have. The positive change then ripples out from there. Change for the offenders they work with and for the community at large. By showing this ripple effect and where it starts, we hope to show career changers that working in Probation offers the chance to make a real impact.”