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Kent Police
Keeping Kent safe
999 Call Handlers need to think fast, stay calm under pressure and gather vital information as quickly as possible. Kent Police regularly recruits for the talented people who can do this 24/7 role. However, local press was a costly option and it had consistently failed to bring in the volume of response needed to fill the available roles.
The solution
We devised a high impact, locally targeted campaign that would get people talking, visiting the Kent Police website and texting a special number to find out more. In addition to using 48–sheet posters at key local sites, we advertised on local buses and used Ad Bikes in local town centres. The latter provided an opportunity to hand out business card sized leaflets. We also used online banners on Kent-focused websites and social media sites, including Facebook.
The result
More than 350 people requested information via SMS text message alone. Unlike previous campaigns, Kent Police was able to recruit over 50 new call handlers, the highest number from any campaign to date. Creatively, we used simplicity to get Kent Police’s message across. The ads highlighted the importance of getting the right information and acting appropriately. This obviously hit the mark.
““It’s great when a plan comes together – especially when you know the work you’re doing will ultimately help to save lives. By thinking that little bit differently about where we advertised we achieved the most successful campaign yet for this challenging role.”
Nathan Perrott, Account Director, Penna Barkers