Dept of Corrections reveals what it really takes to work in one of NZ’s most dynamic workplaces in latest campaign via McCann Wellington

The Department of Corrections, Ara Poutama Aotearoa has launched a new recruitment campaign via McCann Wellington that puts a recruiter on the frontline to discover what it really takes to thrive at Corrections.

 

It takes a certain type of person to work in the dynamic environment of Corrections. The new campaign, “Real JD”, follows “Guy” – a new recruiter thrust into the world of Corrections to learn first-hand that you need more than a regular job description to understand what the role demands.

Says Dave McHawk, Department of Corrections, Ara Poutama Aotearoa: “The work at Corrections isn’t easy, but it matters. It’s team-drive, meaningful and is focused on helping people find a better future. Working in both prisons and communities, our team take on a huge number of roles – all to support rehabilitation, manage risks and to keep both people and the communities safe. It’s the type of role that is hard to show in just a standard job description – it’s bigger and way more complex.”

For safety reasons, staff cannot appear on camera, so they were interviewed to capture the way they naturally talk about their jobs. Those sometimes hard-case conversations shaped the world Guy steps into – and the insights he gains along the way.

Says Brigid Alkema, Chief Creative Officer, McCann Wellington: “As our man Guy discovers, it really does take a certain type of person. You need big ears and a small mouth. You’ve got to be able to read the air, have eyes in the back of your head, stay one step ahead, be as cool as a cucumber and have your heart in the right place. It sounds like a lot, but after all, as Guy’s reminded – no one’s in here for stealing lollipops.”

The “Real JD” marks a new approach to talking about what it takes and means to be part of one of the country’s largest organisations – moving beyond traditional recruitment messaging to show the authentic reality of working at Corrections.

The campaign is rolling out across Aotearoa through broadcast and digital AV, out-of-home and targeted recruitment channels.

Client: Department of Corrections Ara Poutama
Creative Agency: McCann Wellington (Clemenger Wellington)
Media: OMD
Production: Good Oil
Director: Joel Kefali
Sound: Liquid Studios
Post Production: Atticus

 

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