Justice Health NSW delivers healthcare to adults and young people in the criminal justice system — a specialised and often overlooked career path for clinical and related professionals. Focus Creative was engaged to create an Employee Value Proposition (EVP) and recruitment campaign aimed at attracting talent for these hard-to-fill roles. The challenge: reach individuals seeking more than a job, those driven to make a meaningful impact.

• Insight interviews

• Site visit research

• Workshop design & facilitation

• Employee Value Proposition

• Brand strategy

• Campaign

• Creative direction

We began on the ground, visiting Justice Health NSW sites to immerse ourselves in the working environment. We then conducted more than 30 in-depth interviews with current, former and prospective employees across clinical and non-clinical roles. These conversations revealed deep motivations, values and opportunities, which we shaped into a communication strategy and EVP framework.

At its heart was a simple, resonant brand line: just the place. It speaks directly to candidates seeking purpose, while subtly tying back to the organisation’s name. Messaging was supported with visual storytelling that humanises the work and highlights the impact employees can have.

The EVP line and campaign received strong endorsement from key stakeholders and was rolled out organisation-wide. The strategy unified talent messaging and positioned Justice Health NSW as an employer of choice for those driven by purpose and equity in care.