A Force For Everyone

A targeted recruitment campaign to attract a more diverse range of applicants to Cheshire Constabulary.

The Challenge

Cheshire Constabulary recognised that their recruitment wasn't reaching the people it needed to. Applications from ethnic minority candidates were lower than they should be, and the force wanted to change that. Not through tokenism, but through a campaign that would genuinely resonate with underrepresented communities and people with other protected characteristics.

The goal was to position Cheshire Constabulary as a force where everyone could see themselves building a career.

Our approach

We started with research, a mix of qualitative and quantitative work that got under the skin of what actually motivates people from underrepresented communities when considering a career in policing. What were the barriers? What language landed, and what didn't? What would make someone who'd never considered the police as an option stop and take notice?

That insight shaped everything that followed, the messaging, the tone, the channels, and the rollout plan.

The Solution

With a clear strategic foundation in place, we brought the campaign to life through a full production shoot, creating photography and video content that reflected the genuine diversity of the communities Cheshire Constabulary wanted to reach. The campaign ran across social media, out-of-home and print, with each channel and message tailored to where and how the target audience would encounter it.

The results

The campaign worked, faster and more decisively than anyone had anticipated. Response volumes were so strong that the campaign was pulled at the halfway point of its planned run time.

Every role had been filled.

It's the kind of result that doesn't need a percentage attached to it.