Ministry of Justice | Someone Like You

Most people have no idea what it really takes to become a Prison Officer. This meant people with all the right skills and qualities to work in prison and probation never saw themselves in the role. So we flipped the brief from persuading people to encouraging them to self-identify, creating 'An Extraordinary Job. Done by Someone Like You'. Honest, un-sugarcoated storytelling We replaced stereotypes with real, human stories from the inside, helping the right candidates recognise themselves in one of Britain's most misunderstood professions.

Results

• A 328% increase in visits to the prison officer homepage.
• A 50% improvement in application conversion.
• A nearly 20% reduction in cost per application.