Corrections Corporation of America (CCA) is America’s leader in partnership corrections.
They design, build, own and operate prisons, jails, detention centers and residential re-entry centers for federal, state, and local government.

Challenge:

• Position Corrections Corporation of America as an employer of choice

• Interview 20+ employees to gain key insight into what it’s really like to work at a prison

• Develop a campaign concept that attracts top talent across a variety of career areas, including:
Corrections, Education, Healthcare, Administration, etc.

Solution:

 “I Am CCA”

 It takes true heart and dedication to choose a career in corrections. “I Am” was born from the idea that CCA employees feel a tremendous amount of pride knowing they make a difference every day. The campaign messaging paired with intimate photographs of employees cropped in uniform focuses on their internal dialogue as they prepare themselves for another exciting and inspiring day at CCA. One will defend his community. Another will care for inmates in need. All will change lives. By elevating these employees and placing them on a pedestal, candidates will envy their valor and want to know how they themselves can also earn the title of “hero.”