CAFCASS is an organisation committed to putting the needs of the child or young person first.

This concept put the needs of every child front and centre. No matter what stage of their career the audience was at, the message resonated with the calling that drew them to social work in the first place. It says, this is somewhere that prioritises each child – and where you’ll work in a way that allows you to do the same. Be their voice.

The initial brief called for a employer brand, but most importantly a brand film to act as a brand awareness tool. This film had to reach out lawyers and social workers, showing them the vital role performed by CAFCASS in a realistic and emotive manner. It was vital the concept reflected the core principles of the employer brand, which was acheived with the colleagues talking directly to camera.

The film reminds people of why they got into the profession, and aims to reignite their passion for protecting children and young people. In short, it’s a compelling brand film that truly resonated with the target audience.