Southeastern needed to hire people into frontline roles, fast. But with railways proving more and more unpopular, why would you want to work for one? Answer: the very real ability to make someone’s day.

Writing headlines that told emotive passenger stories, I helped create a campaign that positioned Southeastern as a place to touch lives.

From the suite of digital ads and web copy I wrote, these stories turned into record-breaking applications: over 16.5k in two months. Plus, a 119% increase in applications from females and 138% increase in people from ethnic minority backgrounds.