The challenge
GCHQ asked for our help with a recruitment campaign to attract more women and young people into their organisation. These cohorts often believe that GCHQ roles aren’t for them, so the campaign had to emphasise that ordinary people work at GCHQ, in many different types of roles, and you don’t need to be a spy. We knew we needed to break stereotypes and reach people from different walks of life to prove that every #JourneyToGCHQ is different.
Our solution
Our Instagram campaign celebrated the varied career paths of current GCHQ employees. Each person had their own friendly avatar to accompany their career milestones and personal highlights. We used cartoon graphics, snappy messaging, lively animations and fun music to break stuffy stereotypes about GCHQ roles and motivate a diverse range of people to apply.
