An integrated campaign that challenged the public’s perception of running a prison has won top prize at this evening’s RAD Awards in central London.
HM Prison & Probation Service’s senior leadership campaign, created by Havas People, was described as “extremely brave” by the judging panel. The RAD Awards celebrate the brightest and the best in recruitment advertising and communications.
The HMPPS campaign turned negative perceptions of prisons on social media into more than 500 job applications, capitalising on opinions that were often unsubstantiated, naive or plain abusive.
More than 900 professionals from recruitment communications, media and HR attended a glittering ceremony in the Great Room of the Grosvenor House Hotel on Park Lane. Comedian Russell Kane entertained guests, before announcing the winners of the 17 categories.
Carve CEO Paul Harrison, chair of the judges for the RAD Awards, said: “We asked the judges, above all else, to look for bravery and that’s exactly what they’ve done. It’s a rigorous judging process and just being shortlisted is an accolade in itself.”
Professional services firm EY and its agency MSL walked away with three RADs, for their work in employer branding, graduate website and their school leaver/apprenticeship campaign. Other winners included Police Now, McDonald’s and the National Trust.
Richard Andrews, director of the RAD Awards, said: “It’s been a fantastic evening. The quality of the creative work has really shone through. All our winners should be very proud.”
The next RAD Awards take place on 31 January 2019. Keep up to date here.
The RAD Awards 2018 winners
Best use of Single Media
McDonald’s by ThirtyThree for We Don’t Just Open Doors at Christmas
Greater Anglia by 3D MarComms
Diversity and Inclusion Initiative
Accenture by AIA Worldwide for #InclusionStartsWithI
Co-op for Being Co-op
EY by MSL for The Future of Work
National Grid by ThirtyThree for Be the Heart of Energy
Police Now by Tonic Agency
Graduate / Early Careers Website
EY by MSL for EY Graduate Careers Website
Anchor Trust by Ality for Anchor Jobs Recruitment Chatbot
HM Prison & Probation Service by Havas People for HMPPS Senior Leadership Scheme
Out of Home, Events and Experiential
Barclays by Stafford Long & Partners for Change the World Around You
Norton Rose Fulbright by Stafford Long & Partners for Progress with Purpose
Recruitment Technology Partnership
Lloyds Banking Group by Capp for Assessment in Virtual Reality
School Leaver / Apprenticeship Campaign
EY by MSL for Choose What’s Right For You
Use of Audio
Secret Intelligence Service by Stafford Long & Partners for People Specialists
Use of Social
National Trust by ThirtyThree for Director of Curation and Experience Attraction Campaign
Use of Video
Surrey Police by TMP Worldwide for Be the Detective you always wanted to be