Building a police force that reflects every community

Your Story, Our Service

Challenge: Norfolk Constabulary needed a fresh, values-led recruitment campaign to increase applications for its degree and police constable entry programmes, with a particular focus on improving representation and application success rates in King’s Lynn and West Norfolk.

Traditional policing campaigns lacked cut-through and weren’t reaching the right audiences. A bold, modern approach was needed that would attract quality applicants whilst clearly communicating the force’s values and purpose.

Solution: We created Your Story, Our Service – a targeted, digital-first recruitment campaign built on real officers and authentic storytelling. The campaign sought to highlight the wide range of backgrounds and life experiences that can lead into a career in policing. Relatable imagery helped applicants to picture themselves in the role.

The campaign centred on two core pillars:

• Real, relatable voices – showcasing genuine Constables to highlight policing as inclusive, achievable and meaningful.
• Precision targeting and community outreach – combining focused out-of-home activity with sustained social engagement to reach both career starters and career changers with tailored content.

Outcome: A bold recruitment campaign that improved relevance, boosted representation and supported higher-quality applications.

Your Story, Our Service helped Norfolk Constabulary stand out from neighbouring forces, attract motivated candidates and build a police service that better reflects its communities.