WINNER
CLIENT: Metropolitan Police Service
AGENCY: aia
CREATIVE TEAM: all at aia
Displayed at London Underground stations, this flashing poster got its message across in an instant to passing travellers. The judges felt that its message beautifully encapsulated the contribution that "specials" make in the community and emphasised that they come from all walks of life.
"This campaign was developed to recruit people to volunteer their time as special constables for the Met Police. Specials are unpaid volunteers who give up 16 hours a month of their free time to support regular paid police officers. They wear the same uniform and have the same powers as a regular officer. After research, the brief was to create an upbeat, positive message about the important role of the specials and show that it gave volunteers from all walks of life the chance to make a big difference to their community."