Ministry of Justice Probation
Positive Change is Serious Business.
We achieved a 33% increase in people saying they would consider becoming a Probation Officer.
The details.
Ministry of Justice Probation
Probation in Verse
The brief
Reframe what it means to work in the Probation Service in order to attract new potential candidates.
How we made positive changeWe discovered Poet Laureate, Simon Armitage, was an ex-Probation Officer and secured his support him to write a poem about what it’s like to do this rewarding role. Simon’s poem – titled ‘A Life In The Day Of’ – cleverly used each letter of the alphabet to bring to life real stories of the people probation staff work with, the everyday scenarios they face and the impact they have on the lives of others.
What we delivered- Content
- Influencers
- Media relations
- PR
- Recruitment
- Stakeholder relations
Impact in numbers.
48
pieces of quality coverage, with 5 national hits including BBC Radio 4’s ‘World at One’
51%
increase in people feeling inspired by the work of Probation Officers
86%
positive shift in understanding the skills it takes to be a Probation Officer
230%