Making lives count — that's the mantra of the Social Service Tribe. A powerful statement, but a big ask for anyone, which was why interest in the social service sector was waning. We needed a way to attract fresh faces, and keep familiar ones, with a message beyond the conventional spiel about changing lives.

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Inspired by the adage “It takes a village to raise a child”, we brought the Tribe's strongest asset to the fore; a professional network you can count on, as you go about making lives count.

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The campaign was headlined by the inaugural Social Service Tribe Festival, hosted with local celebrities including Joakim Gomez and Annette Lee.