• Client: Coventry City Council
  • Tasks: Recruitment Campaign Social Workers 2014
  • Agencie:  TMP Worldwide London
  • Short listed RAD Awards 2015 Best Integrated Campaign
  • Winner RAD Awards 2015 Best Print Ad
  • Winner CIPD MARKETING AWARD 2015 Best Print Ad

Monday 8th September 2014 was launched “Do it for Daniel” – a high-profile, divisive recruitment campaign which tackled a couple of core issues – firstly that there simply aren’t enough social workers to go around, and secondly that serious case reviews are big news. So how do you recruit the staff you need to deliver much needed improvements if everybody associates you with a high profile serious case review that dominated the news just a year ago?

The answer – as many will have seen – was to be honest. And painfully honest.