NSW Government Correctional Services Campaign
We recently created an ad campaign to recruit psychologists for Corrective Services NSW within the NSW Government Department of Communities and Justice.
The brief proudly called out that this really was a job like no other, and every day brought the opportunity for trained psychologists to help inmates turn their lives around and move forward in their lives once they leave correctional facilities.
The creative concept was built around catching the attention of potential recruits who were looking for a challenge in their professional careers as psychologists. The tag line “it’s a job like no other” was created for the campaign and perfectly positioned the challenge and opportunity of the role.
The client direction was to use real people in the ads, and a recent photo shoot of practising psychologists added an authentic human touch. Working within the Corrective Services NSW brand guidelines, we created an energetic, optimistic, but friendly look and feel. The overall look is vibrant and uses an energetic yellow backdrop, complemented by purple to ground our featured psychologists.
The campaign was rolled out in a range of formats across multiple social media channels.
To emphasise the “hands on” nature of the role, we added some scrapbook elements like hand cutting each person and the attention grabbing purple stroke behind call outs.
This isn’t all we have created for our clients!