Positive Change is Serious Business.

We influenced 15 million people to consider a new career in social work.

The details.

Frontline
This is the work
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.

What we delivered
  • Advertising
  • Content
  • PR
  • Social media

Impact in numbers.

75%
who saw the film or read coverage were more likely to consider a career in social work
1.25m
15 second views of the hero film
26,833
website visits from campaign content
7m
impressions on the campaign

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