Increase the diversity of those working within the social care sector.
How we made positive change
We created ‘This is the Work’, designed to persuade more people to take up a career in social work, by highlighting the potential social workers have to change the trajectory of a child’s life. Voiced by Professor Green, the film calls on men in particular to consider a career in social work. The campaign ran on paid, owned and earned channels alongside a partnership with JOE Media. Watch the film here.
who watched the film or read coverage said they were more likely to consider a career in social work as a result
15 second views of the hero film
pieces of coverage
website visits from campaign content
impressions on the campaign