We’ve worked on a lot of public sector recruitment campaigns in our time, but this one – for MoJ and HMPPS – was particularly special. We collaborated with award-winning poet laureate and former probation officer, Simon Armitage, in a bid to encourage people to consider probation roles. Inspired by interviews with Probation Officers, Simon crafted an ode to those working in the Probation Service, which brought to life the challenges and rewards of these roles.

Released as part of the Extraordinary Jobs recruitment campaign, and launching just ahead of World Poetry Day, this earned-first content landed with widespread coverage, including a read-out on BBC Radio 4’s World at One and BBC Sounds, alongside Times Radio and The Big Issue. Watch more here