Wonderhood Fronts the UK's Biggest-Ever Magistrate Recruitment Drive
Updated: 13 hours ago
The Ministry of Justice and Wonderhood Studios have launched 'You've Got the Makings of a Magistrate', the government's biggest-ever magistrate recruitment campaign, as it works to build a 21,000-strong magistracy by 2028/29.
Recasting who a magistrate is
The creative idea, 'You've Got the Makings of a Magistrate', tackles a simple perception problem: most people assume the role isn't for them. The campaign argues that the qualities that make a good magistrate — sound judgment, fairness, empathy, listening and teamwork — are exercised by ordinary people every day.
Launched on 24 September 2026 across TV, video-on-demand, online video, social and radio, it is the MoJ's largest magistrate recruitment push to date.
Why the scale matters
This is public-sector marketing with a hard target attached: a 21,000-strong magistracy by 2028/29, part of the drive to speed up a backlogged justice system. Recruitment marketing rarely gets this level of national air cover.
The strategy is to widen the funnel by removing a psychological barrier rather than simply advertising vacancies — a subtle but important distinction that behavioural marketers will recognise.
Marketing Minute's take
The best recruitment campaigns sell an identity, not a job description. By telling people they already have the 'makings' of a magistrate, Wonderhood reframes an intimidating civic role as something within reach.
For any employer struggling to hire, the lesson is transferable: lead with the candidate's existing strengths, not your list of requirements. Belonging beats box-ticking.
Quick FAQ
What is the 'Makings of a Magistrate' campaign?
It is the Ministry of Justice's biggest-ever magistrate recruitment campaign, created by Wonderhood Studios and launched on 24 September 2026 across TV, VOD, online video, social and radio.
How many magistrates does the UK want to recruit?
The government is aiming to build a 21,000-strong magistracy by 2028/29 to help speed up the justice system.
Why does the campaign focus on everyday qualities?
To remove the perception that the role isn't 'for people like me' by showing that fairness, empathy and good judgment are already exercised by ordinary people every day.
This is recruitment marketing done right. Instead of listing what the role demands, it tells people what they already are. Whether you're hiring magistrates or machinists, that reframe — you've already got what it takes — is one of the most powerful tools any employer brand has. — Daniel Nikolla, Founder of Merx Marketing
Key takeaway: the strongest recruitment campaigns sell an identity people can see themselves in, not a job spec.
When you hire, do you lead with your requirements — or with the strengths your candidates already have?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Ministry of Justice, GOV.UK, Wonderhood Studios and the Law Society Gazette.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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