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Think Ahead needed a series of films to boost recruitment for employment specialist positions. The key objectives were to showcase the real impact of the role while emphasising its accessibility to candidates from diverse backgrounds and experiences. The content needed to break down barriers to entry while highlighting the role's meaningful contribution to mental health services.
The project began with detailed consultation calls with the Think Ahead team to clearly define objectives and target audiences. We then conducted a series of preliminary interviews with current employment specialists, identifying those who could most authentically represent the role's diversity and impact.
We selected three specialists whose stories and experiences would resonate with potential candidates. Working closely with these individuals, we developed a filming approach that would capture the genuine nature of their work. The production spanned three days across multiple locations, with careful attention to safeguarding protocols throughout. Our focus remained on creating authentic content that would give viewers a true sense of what the role entails.
We created four films in different formats, extra footage for the charity to use at a later date and a selection of stills.
The campaign has achieved significant success across multiple channels:
• High engagement during the IPS service managers' webinar presentation in September
• Strong endorsement from NHS England funding partners
• Exceptional performance in digital advertising, with click-through rates averaging 4.7% significantly exceeding platform benchmarks
• Practical adoption by service managers as a recruitment tool
• Ongoing utilisation in both digital campaigns and direct recruitment efforts
