NYC Department
of Correction
Genuine Voices,
Real Aspirations
We partnered with the NYC Department of Correction to create a compelling and inspiring video that captures the genuine aspirations and concerns of individuals connected to the department. Designed around the powerful tagline "Join the Boldest," the video highlights the organization’s dedication to understanding the needs, hopes, and challenges of its workforce and community.
By reenacting real focus group responses, the production delivers an authentic and relatable glimpse into the everyday lives of those who serve or aspire to serve. This approach not only humanizes the department but also reinforces its commitment to fostering an environment where employees feel valued, heard, and supported.
Video Editing
Through heartfelt statements like “I want to buy a house,” “I need public safety,” “fair salary,” “go on vacation,” and “getting paid after retiring,” the video emphasizes universal desires for stability, security, and a brighter future.
The realistic re-enactments, paired with the empowering tagline, create a narrative that resonates deeply with viewers. It positions the NYC Department of Correction as a forward-thinking organization that values its people and strives to build a supportive and rewarding environment for its team.
Objective:
The campaign aims to attract new recruits while reinforcing the NYC Department of Correction’s image as an organization that prioritizes the stability, security, and personal fulfillment of its employees. By focusing on shared human aspirations, the campaign positions the department as more than just a workplace—it’s a path to achieving life goals and financial security.
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Video Concept:
At the heart of the campaign is an emotionally compelling video that showcases the universal desires of everyday individuals. Statements like “I want to buy a house,” “I need public safety,” “Fair salary,” “Go on vacation,” and “Getting paid after retiring” resonate across demographics, reflecting aspirations for stability and a brighter future.
These heartfelt statements are presented alongside realistic reenactments of everyday moments, such as a family gathering at home or someone planning a well-earned vacation.
The visuals are paired with an inspiring tagline that positions the NYC Department of Correction as an innovative organization that values its team and provides a rewarding, supportive work environment.
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Strategy:
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Emotional Storytelling:
The campaign creates an emotional connection with viewers by highlighting shared dreams and universal goals. It emphasizes how a career with the NYC Department of Correction can provide the tools to turn these aspirations into reality. -
Authenticity:
The reenactments are grounded in real-life situations, portraying relatable everyday moments. The language and visuals are inclusive, showcasing diverse individuals to reflect NYC’s multicultural community. -
Target Audience:
The video is aimed at young professionals, career changers, and individuals seeking stable, meaningful employment with long-term security benefits. A secondary audience includes the families of potential recruits, highlighting how this career path can positively impact both the individual and their loved ones.