2019 marked the 100-year anniversary of the first pioneering women police officers serving in the Met. In recognition of this incredible milestone, we developed a celebratory campaign with headline messages that were united in their use of the word ‘STRONG’. Research had indicated that a key barrier for women is the perception that they need to be physically strong. I led all art direction for photography and design for this campaign, which debunked that myth by exploring other strengths that are important qualities for being a police officer.
A 30 second cinema creative that ran alongside the highly anticipated Captain Marvel film, mirroring its message of celebrating strong women. A Stylist partnership with a flagship DPS advertorial interviewed a mother and daughter police duo on their careers in the Met Police Service. Additional articles celebrating the strength and diversity of female police officers ran in the online version, alongside articles designed to overcome barriers the research had identified by highlighting the many different aspects and opportunities of policing that people may be unaware of. Supporting posts on Facebook and Instagram reinforced the recruitment message. Finally, we also ran a series of tube car panels throughout London, chosen for their dwell time and ability to land multiple messaging. These moved the messaging on beyond the celebration phase and explored the different qualities of ‘Strong’ that are needed in a police officer – whatever the role, rank, or specialism.
