The brief

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

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