Dorothy House
Employee Value Proposition and recruitment advertising campaign for Dorothy House, a charity providing compassionate care and support to people with a life-limiting illness. The campaign needed to appeal to both clinical and retail staff, and works to overturn a common misconception of those less familiar with hospice care: that it is all about death. In fact, employees’ day-to-day experiences on both sides are often hugely life affirming and life enhancing.
Dorothy House have 27 high street shops across the South West, selling pre-loved items which provide a large part of the charity’s income. Finding it difficult to fill some of their shop manager vacancies, they required a bold and disruptive recruitment campaign to attract the right kind of people, guided by the previously created ‘add life to days’ Employee Value Proposition work shown above.
Looking at the rise of recommerce in general, and the need for more sustainable shopping, combined with how our ideal audience is looking for a career with more social responsibility led to an overarching campaign to run throughout the year. Inviting potential employees to ‘Join the Retail Revolution’, manifesto-style shop window posters and social posts have the secondary effect of educating shoppers to do the same.
The various colours used for ‘Join the Retail Revolution’ represent the different origins of the stock, unified with store signage-style typography reflecting how it’s all brought together coherently. The emotive call to action further offers a sense of purpose, angled to convey a sense of disruption and catch the eye.
Under the overarching campaign, as job vacancies arise, the role-specific ads and window posters have a shorter lifespan so are bolder and more visually disruptive to quickly capture attention.
The headline structure conveys the main motivating message for each role in a way that connects emotionally with the audience, with the ‘feeling’ visualised in the expression of the face behind. The eye-catching dynamic angle of the headline itself is bold and disruptive, and is its own call to action.
Quirky studio portraits against bright backgrounds engage and catch attention with a sense of energy, vibrancy and enthusiasm – characteristics of the ideal candidates we‘re looking for.
The images reflect Dorothy House’s equality, diversity and inclusivity principles. And all reflect the joyous feeling of working with Dorothy House and the sense of purpose that comes with joining the Retail Revolution.
