WE CHALLENGE PERCEPTIONS
CASE STUDY: CPS - BE THE LAWYER YOU ALWAYS WANTED TO BEBe the Lawyer you always wanted to be
The Challenge
In 2020, 20,000 new Police Officers needed to be recruited across England and Wales. In making our streets safer there would be more arrests. And more arrests would mean more prosecutions.
To meet this demand CPS needed to hire 100 new Crown Prosecutors. The challenge, however, was that while the CPS offers an experience that rivals, if not betters its competitors, a lot of lawyers didn’t realise it. Instead, they viewed the CPS as old fashioned and outdated. A place without modern training or career progression, where you’d be paid less than anywhere else.
Through research, we saw that the thing that busted these myths most was current employees telling their former colleagues. To such an extent that word-of-mouth one of their most effective channels to talent attraction. We needed to challenge misconceptions on a more wide-spread scale, while still retaining the same, genuine connection that comes with word-of-mouth.
The Solution
We heard this gem from one our interviewees during research, “The CPS allows you to become the lawyer you want to be”. It struck a chord. And felt like genuine emotional tether backed up by an array of proof points. It encompassed how the CPS puts law degrees to genuinely good use. How your work is always about doing the right thing. How working practices mean work can work around you.
We then just needed the hook. From a content perspective, how would we get people to engage and hear how great the CPS is?
Well, by harnessing human intrigue. People are obsessed with crime related media. There is something deeply fascinating about it. So, to grasp that and get people engaged, we focused on real life cases. Cases that linked to firsts for our six selected prosecutors. More specifically, the first time they felt like the lawyers they always wanted to be.
The campaign then played out across print, social, video and audio in the early part of 2020.
The Results
The genuine, authentic nature of the campaign cut through and connected with our audience. In fact, we smashed our target of 500 applicants, with 788 applications completed in the month-long window at the start of 2020.
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