FINALIST
CLIENT: Thames Valley Police
AGENCY: Tribal
"As with many police forces across the UK, ethnic minority recruitment is a key issue for Thames Valley Police and, by working in partnership with Tribal, they developed a recruitment campaign targeting ethnic minority groups. Carrying the message, ‘Be a better you’, the project focused on how joining the force can improve you as a person. To engage with the ethnic community, the campaign launched at the local Zee carnival and ran in a number of key ethnic media. Thames Valley Police also visited recruitment exhibitions, local shopping centres across the region, community centres and places of worship. Through the campaign, Thames Valley Police have highlighted career opportunities in the police to a more targeted audience. The profile of the organisation has been raised and the force has been able to spend invaluable time promoting the great work police officers do in local communities. A resounding success."