NYC CHILDREN'S SERVICES
RECRUITMENT CAMPAIGN

A seven-year-old girl died from the injuries suffered at the hands of her mother's boyfriend. As the child had been under the watch of Children's Services, there was a torrent of negative publicity. Immediately, the City sought to hire additional Child Protective Specialists; our mission was to create a campaign to recruit high quality individuals, fast.
Our "Are You...?" campaign used strong imagery of actual workers, portraying them as the heroes they are. Qualified applications increased by 180%, morale skyrocketed, overall image dramatically improved.

Caseworkers photographed by fashion photographer Richard Phibbs.

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