Turning Recruitment Into An Experience

Most recruitment campaigns tell people about a profession. This one lets them experience it.

As part of its ongoing “Do Something Big” initiative, the Department for Education has launched an innovative digital out-of-home campaign designed to inspire more people to consider careers in early years education.

Created by Havas London, the activation transforms public screens into playful and interactive experiences that showcase the joy, energy and purpose of working with young children.

Mixed Reality Meets Outdoor Advertising

The campaign uses reactive mixed reality technology to transform digital screens into interactive environments.

Participants simply step onto a floor vinyl positioned in front of the screen, triggering motion-based gameplay that allows them to interact with children featured in the creative.

Through familiar games such as Peekaboo and Head, Shoulders, Knees and Toes, passersby experience some of the everyday moments that make early years education rewarding.

Bringing Early Years Careers To Life

Rather than focusing on qualifications or job descriptions, the campaign highlights the emotional side of the profession.

It demonstrates how early years educators play a crucial role in supporting children's learning, wellbeing and development while creating meaningful human connections every day.

The activation transforms a recruitment message into something people can physically experience and remember.

Expanding Across Manchester

The interactive screens are located throughout Manchester City Centre using Ocean Outdoor's premium small-format Loop Network.

The campaign is further amplified through large-format digital placements including the Arndale Media Wall, Printworks and major roadside screens.

This wider rollout helps reach students, commuters and career changers across the city.

An Award-Winning Idea

The concept originally won Bronze in the Non-Profit category at the Ocean Outdoor Digital Creative Competition.

As part of the award, the campaign received £50,000 worth of media space, allowing the creative concept to become a real-world experience.

The project demonstrates how digital out-of-home can evolve from a communication channel into a platform for participation.

Why This Campaign Works

• Turns recruitment into an interactive experience.
• Uses mixed reality technology to create engagement.
• Highlights the emotional rewards of the profession.
• Creates memorable participation rather than passive viewing.
• Shows the evolving capabilities of DOOH advertising.

By allowing people to experience some of the joy and connection that comes with working with children, the Department for Education has created a campaign that goes beyond awareness and inspires genuine interest in early years careers.