Challenge The Ministry of Defence needed to hire a large volume of police constables. They were also keen to attract a more diverse audience. This meant challenging traditional perceptions of a career in the MOD Police, and finding a fresh way to engage with potential applicants. The key challenge was to capture the attention of a passive audience. Solution We produced a visually arresting, interactive ad for the Metro’s tablet edition. Using CGI we created the likeness of a typical MOD police gun using objects that represent the soft skills required for the role – such as patience and stamina. This was supplemented through a flurry of online marketing – all leading to a new, responsive website. Success The campaign got off to a strong start with 302 applications in the first mont

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