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Arizona Dept of Corrections - Think inside the box.

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  • Suffice it to say, there are more than a few negatives associated with being a Correctional Officer. The pay is low, the work is depressing, and there’s a reasonable possibility that the “customers” will actually try to kill our readers if given the chance.
    Sure, there are upsides; solid benefits, no college degree required, and more job security than just about any other field. But the question is, how do we make a pitch that acknowledges the negative without dwelling on it? It is not enough to tout the pay and benefits and pretend the dangers don’t exist. Our audience may not be up for department chairs at MIT, but they’re not stupid. We can’t fool them into working for us. They know how dangerous a job as a Correctional Officer can be, and have reasonable concerns – “Won’t I hate this job?” “Will I be maimed/killed?” “Will I have to become a knuckle-dragging torturer?” These are negative issues to be sure, but ones that must be confronted if our promise is to be believable. This is a time for straight talk, not a time to conveniently neglect to mention things. “Think Inside the Box” faces up to the realities of the day-to-day lives of Correctional Officers, with a sense of candor, a sense of humor, and most importantly, a sense of pride.
    Creative Direction: David Myatt
    Art Direction: David Myatt
    Copy: Hugh Gurin
    Design: David Myatt
  • In the end, what you have is an entreaty that respects the audience’s intelligence, and accurately informs them about life in the ADC. Our honesty regarding the negative aspects of the job works to reinforce our message about the positive aspects. This work talks with our audience, not at them, and says: “You’re not stupid. We’re not going to lie and tell you that working here is a day at the beach, but if you want a solid career, we can give you one.”