HOW A POWERFUL ILLUSTRATION CUT THROUGH A CROWDED MARKET TO TRANSFORM SOCIAL CARE RECRUITMENT.
Child abuse doesn’t just cause horrific damage now. It destroys promising futures. This simple but very rarely seen message was the key insight behind a visually inspired campaign that’s transforming perceptions of Torbay Children’s Services. Torbay had had a tough few years and needed a big change in reputation. We created a visually elegant and thought-provoking execution that’s already making waves in a crowded market. Each unique image tells an emotive story - bringing vulnerable children’s present and future together showing not just the safety a social worker can bring, but the hope.
BECAUSE THIS IS WHO THEY'RE MEANT TO BE
Our chosen concept brought to life the idea of immediate suffering having long-term effects through a series of beautiful and moving illustrations. Specially designed by American illustrator Jason Ratliff, the visuals depict children in the midst of neglect or abuse, casting long shadows which reflect who they could become.
The job: Concept & Art Direction
Agency: TMP WORLDWIDE UK
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