Our longstanding client Surrey Police asked us to create a compelling recruitment campaign that would stand out from the noise in local media and engage equally with Surrey Police's diverse resourcing audiences.
Surrey Police were looking for an eye-catching and flexible concept for their recruitment that was a move away from the previous stereotypical campaigns based around images of people of different eligible ages and backgrounds in Police uniforms. These images had tended to become wallpaper and were difficult to put together in a way that fully demonstrated the inclusivity policies.
The requested campaign was also intended to target people who perhaps had not thought of joining Surrey Police as their first choice of career. In doing so the requirement was for a different 'unexpected' approach to illustrate that by joining the police, applicants could get to utilise a wide range of their own individual skills and attributes in the course of their work. Our brief was to develop a campaign with cut-through that could be easily executed to represent a selection of target social profiles. The format for the campaign needed to be adaptable for future requirements and to be used across a wider range of media.
Amongst the creative ideas presented, the ‘What do you want to be when you grow up?’ campaign, conceived to capture the imagination of ‘children of all ages’ was immediately a front runner. The striking campaign also enabled us to leverage the message that a Police Officer can ‘play many roles’ in one day. The high visibility and accessible campaign utilised 3 different toy figure characters, each designed to resemble Playmobil characters coupled with the hard-hitting headline. The CGI toy figure illustrations were a bespoke commission from a specialist artist and specified to be similar but not infringe the IP of the Playmobil range of toys. A range of different personas were able to be used in this concept to appeal to niche and diverse audiences.
It was a pleasure to work with Design Inc on our recent recruitment campaign. The designs they produced for us were original, eye-catching and generated highly positive feedback. They have set the template for the look and feel for the Surrey force’s recruitment materials for the future.'"
This highly successful campaign with significant standout campaign saw a 6500% increase in applications to key roles at all levels across Surrey Police recruitment. The campaign appeared as both on-and offline advertisements as well as appearing concurrently on recruitment information packs and on exhibition graphics at local careers fairs and roadshows for a joined-up image.
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