Client: MoJ & HMPPS
Against the backdrop of a challenging Probation climate, Kindred was briefed to deliver a recruitment PR burst that would reframe the rewards of probation roles. Our focus was on finding authentic stories and telling them in a new and attention-grabbing way. This search led us to Poet Laureate, Simon Armitage, who was a probation officer for eight years before becoming a full-time poet. Simon wrote a compelling poem (A Life In The Day Of) which cleverly used letters of the alphabet to bring to life the impact probation staff have. Our resulting PR campaign was authentic, well-timed and powerfully executed.
