Sussex Police were due an Employer Brand revamp. A new recruitment campaign, launching in February 2019, was their first for nine years. This gave us a challenge but also an opportunity: to say something different to a new audience. So we asked them ‘What have you done today?’
We wanted to change perceptions of the police by being confrontational, by asking people to look at themselves. We complemented this hard-hitting headline with gritty photography that placed real police officers front and centre, with no apology for the work they do. Not everyone would respond favourably to a pitch as provocative as this. But then a career as meaningful as Sussex Police isn’t for everyone.
Headlines such as ‘I locked up an abuser’ or ‘We stopped an assault’ were used to entice an emotional reaction. Visuals used real officers from a range of genders and ethnic backgrounds, in action – for example, at a crime scene. The images were dark, strong, yet still warm, allowing for a positive engagement.