The Objective
CWDC faced a critical challenge in attracting new recruits into social work at a time when the profession was undervalued yet more essential than ever. The strategy reframed the role through a purpose‑led narrative that highlighted the real impact social workers make in children’s lives, pairing it with a clear, motivating career pathway to broaden appeal.
Creative Solution
Our creative solution centred on four real social workers, using their authentic stories to bring a purpose‑led narrative to life. We commissioned acclaimed photographer Laura Pannack to capture them with the honesty and intimacy she’s known for, creating a striking portrait‑led Direct Mail piece that showed the human impact of the profession and offered a powerful, relatable entry point for new recruits.
Direct Mail
Graduate Recruitment
CWDC needed a direct, high‑impact way to attract graduates into a fast‑track scheme for social work, a profession often overlooked. We delivered the idea through a simple, high‑impact ‘express courier’ outer that made the offer feel immediate and career‑accelerating the moment it arrived. This bold format turned a standard DM into a tactile prompt to act now.
Direct Mail
The Objective
The Training and Development Agency needed to drive awareness and uptake of the new Masters in Teaching and Learning among graduates considering a career in education. The Direct strategy positioned the MTL as a professional qualification using a clear, motivating narrative to elevate teaching as a high‑value, postgraduate pathway with purpose and progression.
Creative Solution
We launched the MTL through bespoke packs for headteachers, coaches and teachers, each tailored to their role in the new qualification. To signal the course’s break from traditional training, we created a distinctive art direction style adopted across all communications, giving the MTL a modern, authoritative visual identity.
Direct Mail