Gloucestershire Constabulary: Beyond the Uniform: Showing ordinary people the extraordinary difference they could make as a Special Constable.
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+40%
Increase in Special Constable recruitment enquiries
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+150k
Campaign reach across outdoor and social channels
- Client
- Police
- Industry
- Public Sector
- Services
- Partners
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Challenge
Gloucestershire's Special Constables make an invaluable contribution to policing, volunteering alongside their everyday jobs to help keep communities safe. But attracting new recruits meant reaching people who might never have imagined themselves in uniform. Gloucestershire Constabulary needed a campaign that would challenge perceptions, celebrate the diversity of its volunteers and make the opportunity feel personally relevant. The challenge was to inspire people from all walks of life to see themselves as potential Special Constables.
Solution
We developed a striking creative concept built around reflection, showing real Special Constables in their everyday working lives, with their uniformed selves looking back at them. Working with a photographer, we brought these dual identities to life through powerful, carefully composed imagery. From NHS staff to pub landlords, the campaign celebrated the diverse people behind the uniform. We extended the idea across street furniture, social advertising and printed materials, creating an engaging, integrated recruitment campaign.
C+H were fantastic creative partners. They brought the end-to-end campaign to life quickly and effectively.
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