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Be the Difference

Award: Wood Pencil

Wood Pencil / Direct / Integrated / 2010

During a period of intense public hostility and anger towards social workers in the UK, we were asked to recruit new, high quality candidates to the profession. After talking to social workers, we realised that the answer to huge problems lay in the smallest of things. We discovered how they are trained to use the most simple and unassuming objects to confront issues, and thus resolve the most complex emotional and physical emergencies. In just 18 weeks, we had over half a million responses and 54,364 registrations.

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