Changing Perceptions
Client
Axon
Service
Brand Consultancy and Storytelling
Challenge
Policing’s reputation is under pressure. But behind the headlines are thousands of officers doing courageous, caring work — often at personal cost. With over 70% facing mental health challenges, Axon set out to share the human side of policing.
Monthly Visitors
15K+
New Customer Relationships
5
NPS Brand Affiliation (Serving Officers)
+2
Our approach
We developed Behind the Uniform — a dedicated microsite and Instagram Stories campaign sharing officers' raw and honest stories . Built on strong audience insight, the campaign blended brand affiliation with meaningful storytelling to challenge and change perceptions by fostering empathy, connection, and trust.
The full story
Policing’s reputation could be better.
Yet the vast majority of officers are courageous, caring and public-spirited people.
With over 70% of them suffering mental health problems, we felt it was time to explain what the line of duty really entails.
Axon, the public safety technology company, agreed to sponsor a new website, Behind the Uniform, to tell officers’ stories.
In marketing terms, this was a brand affiliation campaign, backed by some solid insight and tasked with hitting some stretchy KPIs.
But in the end, the work was less about the ROI and more about doing the right thing.
The result? Raw, powerful and effective storytelling.
"This was about more than KPIs or ROI — it was a chance to do the right thing and tell raw, powerful stories that deserve to be heard."
- Tim Simmons, Simmons & Schmid