Turning around the woeful under-representation of Black, Asian and minority ethnic communities in the police force, rooting out racial inequalities & changing the future.
Social enterprise, Police Now, has a mission to transform communities by recruiting, developing and inspiring diverse police leaders. To achieve this, they needed much more than a recruitment drive for the National Graduate Leadership programme. The campaign needed to empower the leaders within the police force. Calling out racial inequalities. Positively changing the future.
We created a 60 second film which told the truth – the hard-hitting stats about how minority ethnic communities view the police and asking for future leaders to step up and lead the change. We explored the issues around racial inequality, created on and offline marketing activities and rolled out programmatic ads and compelling social campaigns to drive the message home.
The effectiveness of the main video and the accompanying campaign exceeded all expectations, resulting in a 2020/21 cohort that is by far the most diverse to date.
of graduates who started the programme in August 2020 identify as Black, Asian and minority ethnic
increase over the previous year
the 11% hired through standard entry police force recruitment