Ministry of Justice Probation
Positive Change is Serious Business.
We improved perception of the Community Payback Supervisor role by 109%.
The details.
Ministry of Justice Probation
Seeds of Change
The brief
Raise awareness of jobs in Community Payback to aid national recruitment into this part of the Probation Service.
How we made positive changeOften based in the outdoors and community settings, our campaign took compelling recruitment messaging about this unique role directly to where like-minded people would see it. Probation ‘Seeds of Change’ used bespoke seed packets to call on people keen on working in these environments to consider a job in Community Payback.
What we delivered- Idea generation
- Media relations
- Positive change
- PR
Impact in numbers.
93
pieces of coverage
5
nationals
75%
of coverage included the recruitment website CTA
91%
increase in people thinking it is an interesting career
