City of London Police are a unique force that look after a one square mile district filled with residents, businesses, tourists and busy commuters.
As part of the government push to recruit new police officers, City of London were on a mission to launch a recruitment campaign to compete with the much larger Met and attract 200 new student PCs to join them.
Diversifying their workforce to better represent the communities they serve was one of the key goals, so we focused our attention on women and Black, Asian and ethnically diverse audiences.
We wanted to convey the unique nature of working for City of London Police. From copy and imagery through to animation, we focused on the things people said they love about working there – the family feel, plenty of opportunities and a strong sense of belonging.
Our creative concept also drew on the geography of City of London Police – one square mile – and played on their unique red and white chequered uniforms.
We partnered up with CAN Digital, our fabulous friends who get the creatives out into the world to the right people and the right time and launched a digital recruitment campaign.
The initial campaign ran for three months and as a result, City of London received more than 400 applications, the majority of which were from women and people from Black, Asian and ethnically diverse backgrounds.
It also won an award for the Best Social Media Campaign at the 2022 UnAwards!
This was City of London Police’s most successful recruitment campaign, and we loved being a part of it.