Cafcass works directly with family courts to offer advice, support, and to make sure children’s interests are represented when big decisions are made about their future. Despite its vital role, however, too few people knew of Cafcass and the fact the organisation needs many different skills at multiple levels – and every role helps a child’s voice to be heard.

Cafcass had already worked with Penna to develop an impactful new employee value proposition – ‘Be their voice’ – but it needed to take the message out to a wider audience and tackle myths head-on. They decided to create a video that would amplify the voice of the organisation and make sure its story was heard, highlighting the emotions children go through in the court system and the transformative impact Cafcass has. To do this, it reached out to the Family Justice Young People’s Board to gather insight and ensure the film was authentic.

With the support of the EDI team, Penna cast children from a variety of backgrounds and regions, sharing the authentic stories that had been informed by the Board. Remaining within a tight budget, the film gained more than 1,300 views on YouTube alone, leading to more than 2,500 visitors to Cafcass’ recruitment landing page. Cafcass said the film “really helps remind us what our purpose is” and that it made employees feel proud.