The Home Office noticed a drop in police recruitment rates, and wanted to get to the centre of it. The challenge was to appeal to minorities who felt as if ‘people like me’ could apply to be a police officer and increase the proportion of people taking action as a result of seeing the campaign.
"Respondents relayed that the episodes promoted a positive message and came across as authentic and honest, which many found thought-provoking and any respondents felt the creatives taught them something new about the police and were likely to discuss the clips with family/friends."
What we did
Armoury partnered with Channel 4 to work directly with the Home Office and OMD, developing the concept behind this series of unscripted interviews and producing a 3 part mini-series of 4-5 minute films.
The key part of the brief was to engage with people from minority groups that have historically felt underrepresented or disenfranchised by the Met Police. So the films cover topics such as what it’s like being black, gay, or female in the police force, and poses important questions about how minorities can feel represented by the MET police.
The casting process was a hugely important part of the project. We undertook an extensive nationwide social and street casting search, speaking to hundreds of possible contributors before shortlisting a final 6 for the three films. Initially set to shoot in local police stations, we later had to pivot our production plan and adapt to ever-evolving government lockdown policies that prevented our access to them.
Impact
- Respondents relayed that the episodes promoted a positive message and came across as authentic and honest, which many found thought-provoking and many respondents felt the creatives taught them something new about the police and were likely to discuss the clips with family/friends.
- 35% feel more positively about the police after watching the episodes.
- 24% were encouraged to look into a career as a police officer.
- 15% of respondents are likely to consider a career in the police.
Awards
- Silver Creative Pool
- Bronze Arrow | British Arrows
