The campaign was designed to bridge the gap between Gen Z and careers in local authority planning, transport, and sustainability. Fields that had previously been overlooked by this ambitious, purpose-driven generation. Traditional recruitment methods weren’t connecting with young people, who often found job titles and descriptions inaccessible or disconnected from their interests and values. To address this, the campaign shifted the focus from simply listing available roles to inviting Gen Z to explore careers based on their passions and what excites them.

I led the creative vision for this project, ensuring it was not only engaging but also aligned with the values and interests of the audience.

A central part of the campaign’s appeal was the clever, attention-grabbing copy that redefined traditional roles with humour and relatability. We took common perceptions of certain jobs and turned them on their head, showing how these roles were more dynamic and rewarding than they might seem at first glance. Catchy, yet insightful lines that highlighted the unexpected appeal of these positions. This playful yet informative approach helped make the roles feel more accessible and aligned with Gen Z’s values of innovation and purpose.

Central to the campaign was a dynamic microsite where users could discover careers by their interests rather than job titles, alongside simplified job descriptions written in a relatable tone. Targeted social media advertising on platforms like TikTok, Facebook, and Instagram met the audience where they already engage, ensuring the campaign’s message reached Gen Z in a way that felt authentic to them.