SPS "Why Not?"

RECRUITMENT SHORT FILM

THE CHALLENGE: Prison officer roles face significant perception barriers among youth - seen as regimental, hierarchical, dangerous, and poorly compensated. We needed to address these misconceptions while engaging youth authentically, without coming across as preachy or overly promotional

THE APPROACH: Understanding that Gen-Zs seek meaningful careers while maintaining their individuality, we developed content that authentically portrayed prison officers as "Captains of Lives" - professionals making lasting impact without sacrificing personal identity. Our strategy focused on demonstrating how officers can create positive change while being true to themselves.

MY ROLE: "Everyone thinks being a prison officer is unglamorous" - that was exactly our starting point. Rather than trying to convince youth otherwise, I thought: let's address their skepticism directly.

That's how "Why Not?" came to life. Following a young female officer facing doubts about her career choice, we turned each skeptical moment into an opportunity to reveal surprising truths about the role. It was honest, it was real, and most importantly it let youth discover the role's depth on their own terms, creating genuine conversations rather than just another recruitment pitch.