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 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.