PCF
Recruitment Campaign
Context:
PCF needed to recruit across their social service divisions—Sparkle Care (eldercare) and Sparkle Tots (preschool)—in a tight labour market where caregiving roles struggle to compete with corporate careers.
The Challenge:
How do you attract talent to roles that can't offer high salaries or corporate perks? We needed to reframe what makes a career valuable, reaching people for whom meaning matters more than money.
The Solution:
"Step Into a Career That Cares" positioned PCF roles around emotional rewards rather than compensation. Honest, contrasting headlines acknowledged what you won't get ("No high-rise office"), then delivered what you will ("EQ boardrooms can't teach"). Large-format outdoor executions featured real caregivers at hero scale, celebrating the depth of connection and personal growth only caregiving can offer.
