HM Prison & Probation Service

Leadership Scheme Recruitment Campaign

Creative Concept: “There’s leadership. Then there’s leadership.”

This campaign redefined what leadership looks like and where it happens. Aimed at experienced professionals considering a career change, the campaign challenged assumptions by presenting prison leadership as one of the most demanding, rewarding and socially impactful paths available.

Visually, the creative used intimate close-ups of the backs of people’s heads, placing them in blurred prison environments. From high-pressure control rooms to tense wing landings. Headlines were positioned across the back of the head, suggesting inner thought and inviting the viewer to put themselves in that position. Both physically and mentally. This minimalist, thought-provoking style conveyed the weight of responsibility without leaning on clichés or sensationalism.

By embracing the realities of the role and flipping expectations, the campaign resonated with those driven by purpose, challenge, and the opportunity to lead where it truly matters.