Essex Police – Diversity Uplift
Driving a 12% increase in ethnic applicants
Essex Police is a territorial police force responsible for policing the county of Essex, in the east of England, consisting of over 1.7 million people and around 1,400 square miles. It is one of the largest non-metropolitan police forces in the United Kingdom, with over 2,900 police officers.
Challenge
Building on the success of previous campaigns delivered by TMH Media for Essex Police, they were eager to launch a heavyweight, multi-media campaign. The campaign was designed to reach diverse ethnic groups across Essex and London, with the goal of increasing diverse applicants by a minimum of 6%.
Action
TMH Media collaborated closely with Essex Police to develop a comprehensive, multi-layered media campaign that effectively engaged the targeted ethnic groups. With our expert knowledge and extensive experience in ethnic media, we crafted a strategic TV campaign complemented by outdoor advertising, targeted press, radio and podcast initiatives, as well as a focused digital campaign.
Results
The powerful creative that TMH created for this campaign was highly effective, it was clear, direct and gave a clear message on who Essex Police were targeting. Essex Police reported a significant 12% increase in ethnic applicants as a direct result of our targeted efforts. Due to the campaign’s outstanding success, Essex Police have continued to re-run various elements, and TMH Media now consistently plans campaigns for them. Essex Police have also recommended our services to the Home Office and several other police forces.