About the campaign

Unlocked Graduates is working to break cycles of reoffending by identifying candidates to work as frontline prison officers for two years. It wanted to attract 2,300 completed applications, with 30% of those from underrepresented groups. A further target was to garner 1,300 entries to an on-campus competition in collaboration with Rate My Placement.

Central to this was a fast-paced hero video that inspired graduates to choose a career where they could make their contribution count. This meant the organisation could tell the Unlocked story in an engaging way and give candidates an impactful and inspiring message. The market was tough: 48% of employers reported seeing fewer applications than usual and there was a 20% increase in graduate opportunities from 2019.

The campaign attracted 2,343 applications, with 38% from underrepresented groups. There were 7.4 million impressions including 2.2 million on TikTok. Further results included almost 80,000 views on YouTube and 70,408 clicks online. TikTok featured the video in its creator studio as an example of an excellent ad.