London-based creative agency House 337 has put the profound impact of probation officers at the heart of HM Prison and Probation Service’s (HMPPS) “Ripples of Change” campaign which sits under the platform of ‘“An extraordinary job. Done by someone like you.” HMPPS is part of the U.K. government’s Ministry of Justice.
The main focal point of the campaign is this :30, “The Ripple Effect” directed by Partizan’s Martin Stirling, which follows a probation officer through his/her/their daily tasks; revealing how this important role can help transform lives, protect communities, and give people a second chance. Moving beyond traditional recruitment messaging, the campaign showcases the reality and the reward of working in probation–a role that requires emotional intelligence, resilience, and a genuine desire to make a difference.
“Probation officers do extraordinary work every single day, work that genuinely changes lives and protects our communities. But too many people don’t realize this role exists, or that they could do it themselves.” said Josh Green, chief creative officer, House 337. “Our film shows the reality of the job: the challenges, the small wins, and the profound sense of purpose that comes from helping someone turn their life around. We wanted to create something that would make career changers stop and think ‘I could do that. I want to do that.’”
Targeting career changers with life experience, the campaign specifically speaks to people aged 30-55 from sectors including health and social care, administration, education, customer service, and hospitality who are looking to change their careers, and who can bring valuable life experience and transferable skills to the role.
