Recruitmenrt: Your Dad Is A Good MAn

The New Zealand employment market is the tightest it’s been for years and every sector is finding it tough to recruit the right people. The Department of Corrections, have also been under huge, and very public pressure to attract and retain Corrections Officers for some time now.
We set to work changing this by developing an authentic and differentiated recruitment message that made our audiences see the role as an opportunity to keep New Zealand safe, to make a real difference to their lives and the lives of others. We launched with a national TV campaign with each spot featuring a powerful and nuanced story bringing to life the focus areas for Ara Poutama Aotearoa – Community, Pride and Rehabilitation.

Our research told us people have difficulty humanising the role of Corrections staff so we created an emotional story about a chance carpark encounter, showing that the positive impact of a Corrections Officer can be intergenerational, and life-changing.