Under the New Met for London plan, the campaign is intended to transform the Met, with Commissioner Sir Mark Rowley putting change at the centre of his vision for the future.

The campaign, which has change as its theme, is being designed and run by creative agency Pablo and recruitment marketing agency UNLIMITED.

“The work is truthful in recognising that change isn’t for everyone. The Metropolitan Police Service needs people who want to change things for the better; society, London and themselves,” said a statement from the creative and marketing team. To date, research from UNLIMITED’s Human Understanding Lab has determined that a large pool of Londoners exists “with the energy and desire to make a positive difference”, the creative and marketing team said.

“We found that by shining a light on the rich and varied skills and strengths it takes to be a police officer, those Londoners were more likely to see themselves in the role; empathy, respect, resilience, courage are all values that tally with a fundamental desire to change things for the better.”

The campaign, ‘Change Needs You’, aims to highlight the importance and impact of Met Police Constables, while acknowledging “it’s anything but an easy job”. 

Inspired by and featuring real Police Constable stories and experiences, the multi-channel campaign speaks to the special skills The Met values in its officers. “It shines on real life frontline officers who described the creative as both highly realistic and making them proud to be Police Constables,” the creative and marketing team said.

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