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Plasticine / Crisp / Tea

Award: Wood Pencil

Wood Pencil / Press Advertising / Magazines Press Advertising Colour / 2010

By talking to real social workers we discovered how they are trained to use simple, unassuming objects like a blob of plasticine, a crisp, and a cup of tea, to deal with the most complex emotional emergencies. Using stories based on real case studies and testimonials, we launched a recruitment campaign for CWDC to show potential candidates the true value of a career in social work. In just 18 weeks, we had over half a million responses and 54,364 registrations.

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