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Police Recruitment Campaign
CLIENT:
Norfolk Constabulary
PROJECT:
A people-focused recruitment campaign showcasing Norfolk Constabulary’s values and inclusivity, inspiring diverse candidates to see themselves in a policing career.
EXPERTISE:
Creative Direction / Art Direction / Production Planning / Content Review / Copywriting / Design / Campaign Strategy / Campaign Identity Development
ROLE:
Creative Director
Team:
Adam Little / Lucie Towndrow / Martin Betts
CHALLENGE
Norfolk Constabulary needed to attract more high-quality applicants to its police entry programmes, with a particular focus on improving representation across underrepresented communities. Traditional recruitment campaigns weren't connecting with the audiences the force wanted to reach.
IDEA
People need to see themselves before they can see the opportunity.
We shifted the focus away from policing as a profession and onto the people behind the uniform, reframing it as a career shaped by different backgrounds, perspectives and life experiences. The campaign celebrated diversity not as an initiative, but as a strength.
STRATEGY
I led the creative direction for Your Story, Our Service, developing a digital-first campaign built around authentic storytelling and real officers. By helping potential recruits recognise themselves in those already serving, we made policing feel more relatable, more accessible and ultimately more attainable. Combined with targeted social media, community outreach and location-specific messaging, the campaign reached both career starters and career changers with content that reflected their own ambitions and experiences.
IMPACT
The campaign helped Norfolk Constabulary stand apart from neighbouring forces, strengthening representation, improving the quality of applications and supporting the ambition to build a police service that better reflects the communities it serves.
