Axon
Building brand empathy
The brief
We were tasked with helping the public understand the work pressures police officers face and the commitment required to do this challenging job well.
The insight
Citizens see the uniform, not the person. Our research showed that, by understanding the individuals and their stories, we’d build empathy and respect.
The campaign
Using interviews, with audio clips and photography – at home and in uniform – ‘Behind the Uniform’ tells the human stories of public service personnel across the world via Instagram and a specially designed microsite.
+1,000
unique visitors per month to microsite, spending two minutes on average on each story
+1,000
impressions for each Instagram story
+5
new relationships with public safety teams in the UK, US, France, Canada and Malawi
+5,000
growth in Twitter followers (boosted by Behind the Uniform)