Met Police highlights 'change' in new recruitment drive

The Metropolitan Police Service is inadvertently taking a leaf out of Labour’s election campaign, with a new recruitment drive under the banner of “change”, designed to show the positive difference potential recruits could make, as well as being part of an organisation that is changing and improving.

The first work by Pablo and Unlimited since the two agencies won the account on January was due to run before the election but was put on hold due to the country going to the polls. The “Change Needs You” strapline was created before Labour adopted it as its campaign slogan.

The activity is based on bespoke quantitative research by the Human Understanding Lab, which revealed there is a large pool of Londoners with the energy and desire to make a positive difference.

By shining a light on the rich and varied skills and strengths it takes to be a police officer, the activity is aimed at those Londoners who are more likely to see themselves in the role; empathy, respect, resilience and courage are all values that tally with a fundamental desire to change things for the better.

And so “Change Needs You” is designed to highlight the importance and impact of Metropolitan Police Constables while acknowledging that it is anything but an easy job.

Inspired by and featuring real Police Constable stories and experiences, the multi-channel campaign speaks to the special skills The Met values in its officers.

Although the campaign was ready to air at the end of May it was postponed due to the general election, which put a pause on the comms.

The campaign is led by a 60” & 30” VOD directed by Tom Day from Outsider, OOH and social photographed by Terry Graham, with supporting OLV and radio.

The tone of the work chosen to replicate the scenarios Met officer face day- in- day out and to attract the type of people who would relish the challenges and reality of police work: truthful, serious and authentic.

Met Police head of campaigns and marketing Stephanie Day said: “The new campaign is based on insight and does a great job in really highlighting the values we need our officers to have while reflecting the many benefits individuals get from policing our capital city.
“Working with real officers allow us to hero the amazing work they are doing while inviting Londoners to come and join them. I look forward to seeing the results of the campaign.”

Pablo London executive creative director Dan Watts added: “It feels like the right point in time to be harnessing ‘change’ and focusing it into all the things that truly matter.

“We hope this recruitment drive will bring in those that really feel they can make a difference and push things forward for not only the Met Police, but their careers, their communities and the people around them.”