Objective:

To address declining officer numbers, improve diversity within the force, and rebuild trust with underrepresented communities by demonstrating the Metropolitan Police’s commitment to inclusivity and systemic change. The campaign sought to attract a new generation of recruits, particularly from black and ethnic minority communities, while highlighting the opportunity for recruits to be active agents of change within the institution.

Insight:

Public trust in the police force, especially among ethnic minority communities, had been severely damaged due to systemic racism and incidents of workplace discrimination. Many individuals from these communities were hesitant to join the force, believing their voices wouldn’t be heard or valued. However, the desire for positive change within these communities remained strong. The idea that real change must come from within provided a foundation for this campaign.

Solution:

Position joining the Metropolitan Police as a unique opportunity to be part of the solution and to drive the change that society demands. The campaign’s messaging, “Change Needs You,” directly addressed potential recruits, framing the role of a police officer as one of empowerment and societal transformation. The campaign sought to humanize the force and emphasize diversity, inclusivity, and the personal responsibility of individuals to enact meaningful change.

Campaign Overview:

The “Change Needs You” campaign utilised powerful visuals and authentic stories to reflect the diversity of London and the experiences of officers from underrepresented backgrounds. The campaign was rolled out across digital platforms, outdoor advertising, and community engagement events, focusing on areas with high ethnic diversity. Through direct and relatable messaging, the campaign invited individuals to reimagine their role in shaping the future of policing, emphasising that change starts with those willing to step up and make a difference.