A JOB AND A JOY
(campaign for the Scottish Government, while working at The Gate Edinburgh)
(nominated for Best Integrated Marketing at the Marketing Society Star Awards 2019)
The Scottish Government promised to double free childcare hours for parents around Scotland and, to keep their promise, they required thousands of new staff by the year 2020. We targeted parents and career seekers and showed them that, to be a serious career option, a job doesn’t have to be boring. If you’re special enough to work in Early Learning and Childcare, work can be truly joyful.
As an extra expansion of the campaign, we also proposed to transform for a day every JobCentre Plus in a JoyCentre Plus. Apart from changing its iconic sign, echoing the look and feel of the campaign, every centre would focus the information and support on the ELC jobs.
WHY I'M PROUD OF IT
My first TV ad!
Stands out among the usual governmental advertising.
Exceeded client targets – 135,000 total website visits; 55% motivation score among those who saw the campaign.