Unlocked
It’s Not For You
Challenge
Unlocked is a graduate programme that’s designed to create future leaders and help transform prisoner rehabilitation throughout the UK. It’s intense, incredibly rewarding and often misunderstood, both by candidates and their loved ones. Our task was to excite people about the programme while educating them on what it’s really like.
Solution
At first glance, most people would probably think that a graduate programme in the prison service isn’t for them. And you can hardly blame them. But the more you learn about the Unlocked Graduate programme, the more likely you are to reconsider.
You could earn a fully-funded master’s. Or write a paper that influences government policy. Or complete a work placement with the civil service. Or one of the Big Four. The ways in which this programme could help you become a future leader are endless. Which begs the question: could it be the right programme for you after all?
With this in mind, ‘It’s Not For You’ was born. A bold message that challenged the audience, matched by a bold visual style that stopped people in their tracks. Visually, it’s worth noting that the client loved the 3D style we first proposed, but not the cost. So we adapted, harnessing an AI-generated style that mimicked the 3D one, long before that sort of thing had taken off.
Phase one – Agitate
The first phase was all about creating intrigue. We played off audience misconceptions while challenging candidates and hinting at the true prestige of the programme.
Phase two – Educate
In the second phase, we retargeted candidates, dialling up the leadership aspect of the programme while continuing to build prestige.
Phase three – Excite
Ultimately, our goal was to drive applications. So in the last phase we used photography of current grads on the programme while also putting a positive spin on the campaign tagline and headlines. That way our audience could really identify with the programme. And maybe even realise that it’s exactly what they’ve been looking for.
The Live Launch
“What we loved about “It’s Not For You” is that yes, it’s fresh and aesthetically pleasing, but it’s also cutting through the noise by challenging the audience. The daring creative reflected everything we embody. We’re not the typical route, not the average 9-5 and we’re not trying to do something easy. Having ‘out there’ creative that takes risks, such as using AI for the first time to develop creative whilst also pushing bold taglines, perfectly aligned with our bold strategy.”
Natasha Porter OBE, CEO Unlocked