In 2018, the Met became the first police service in the UK to recruit Detective Constable without any previous experience in the force.

This fact became the essence of our creative platform, as the campaign itself became people’s first discovery and breakthrough in a rewarding career.

The campaign exceeded expectations. The original plan accounted for four different campaigns throughout the first year. However, after just the first campaign alone, the Met had enough high-quality applications to hit their targets — including their diversity and gender targets.

As a result, we were able to redirect budget into creating richer content further down the line. The campaign also won 'Recruitment effectiveness' - at 2018’s Recruitment Marketing Awards.