High-profile, change initiative; set within the UK Government’s HM Prison Service.


Via a new leadership development programme, Unlocked attracts bright new leaders into the prison service. Together with the Unlocked team we focussed on driving applications and changing perceptions about the role of a prison officer.

Working within an aggressive timeframe, ThisCity is proud to have led all elements for the launch of Unlocked — including an over-arching new brand, career proposition and integrated marketing campaign across social, programmatic, digital, film and print media.

Unlocked was voted the best public sector website for content:

‘...students were very impressed with the level of careers information provided on the Unlocked website.’
High Fliers research.

On-campus and online

Facilitating one-on-one interviews and focus groups comprising prison officers and current prisoners. ThisCity uncovered individual ‘motivational’ and ‘experience’ stories which we subsequently portrayed across animated, visionary and profile films. These films are portrayed on the newly launched, fully responsive Unlocked website; along with profile photography of the programme participants and mentoring officers. On-campus promotion was via student ambassadors; the development of an interactive, online competition; and the creation of print merchandise.