It used to take facts to be an expert. Now it takes 140 characters. That's especially true when it comes to HM Prison & Probation Service in England and Wales. Fueled by a less-than-objective media, this swathe of negative, unsubstantiated and naive opinion makes recruiting into the service incredibly tough. So, when we were challenged to help the service attract 20 new leaders, we decided it was time to stop circumnavigating the conversation. Instead, we joined it. Taking raw, negative and simplistic opinion and putting it front and centre of our campaign.
Digital advertisement created by Havas, United Kingdom for Her Majesty's Prison & Probation Service, within the category: Public Interest, NGO.
Creative Director: Dan Gregory
Art Directors: Moses Gunarman, Duncan James
Copywriters: Jonathan Lee, Lucy Sanderson
Photographer: Andy Aitchisen
Senior Account Manager: Sian Dutton
Project Manager: Louise Fowkes
Project Executive: Amanjit Dhaliwall
Digital Designer: Shaun MacDonald
Social Media Manager: Caspar Aremi
Head of Digital Delivery: Mark Taylor