Is it in you to be a prison officer?

Recruiting prison officers is never easy. It’s a tough, misunderstood job. And the pay’s not great. But I think that’s what makes it such an interesting creative challenge. 

Last year, our campaign – ‘Help me change inside’ – focused on prisoner rehabilitation. But this year it was all about highlighting the skills and traits you need to be a good prison officer. Our overall goal was to improve the quality of applications, while still attracting enough people to fill 1,700 roles.

Watch the video to see how we did it - and walk away with 'Work of the Year' at the RAD awards. I was involved at every stage of this campaign, from the central concept and copywriting to overseeing the shooting and editing of an interactive video.