Kent Police – ‘More Than the Badge’

Our brief was simple: Write & make an ad with social media variations and cutdowns to boost recruitments numbers for Kent Police, with a visible but subtle focus on new BAME recruits; and have it on air in less than a month. The recruitment drive was so successful that the subsequent open day was oversubscribed for the first time ever. The campaign saw a 50% increase in applicants compared to the previous year and a steady increase of BAME and female applicants week on week after launch, exceeding all targets.