A hard-hitting and thought-provoking advertising campaign by The Children’s Society scooped the top award at the Recruitment AD Awards 2005.

Featuring abusive terms such as ‘gypo’ and ‘spazmo’ to challenge perceptions, the charity’s Play Your Part campaign won the award for the best recruitment ad for the health, science, social care and charities sector, and the 2005 best recruitment advertising campaign.

The advertisements were produced by recruitment communications agency AIA.

The Children’s Society supports disadvantaged children who have experienced the worst life has to offer. Its chief executive Bob Reitemeier said the charity was always looking for “innovative and creative ways” to attract new staff.

He said: “Working for The Children’s Society gives professionals the opportunity to use strong business skills for the benefit of children and young people in England.”