Some jobs are straightforward in ask, but meaningful in intent. This recruitment campaign for Cork ETB aimed to attract Special Needs Assistants across its network of special schools—a role that has a direct and lasting impact on the lives of young children who rely on additional support every day.
I led the campaign from concept through to completion, including developing the core idea, shaping the messaging, and scripting and storyboarding a promotional video to bring the role to life.
Rather than treating it as a standard recruitment exercise, the focus was on communicating the reality and importance of the work in a way that felt genuine and respectful to the people already doing it. The goal was simple: make the value of the role clear to the people who might be the right fit for it.
Education is something I’ve always had a strong personal interest in, and this was one of those projects where that connection made the work feel more grounded. It was less about persuasion for its own sake, and more about helping the right people see themselves in a role that matters.
