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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.


unique visitors per month to microsite, spending two minutes on average on each story


impressions for each Instagram story


new relationships with public safety teams in the UK, US, France, Canada and Malawi


growth in Twitter followers (boosted by Behind the Uniform)


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