Change
Required

The Police Service of Northern Ireland (PSNI) required a public-focused message that positioned them as a fair, ethical, and inclusive employer.

The goal was to shift perceptions, demonstrating that PSNI offers more than just a job—it offers a meaningful career.

For 2024, the recruitment campaign needed to evolve, incorporating updated messaging, showcasing a range of benefits, and introducing a refreshed design to better engage the modern audience and address their needs.

Additionally, the campaign had to ensure the creative content effectively reached the right audience at the right time.

Our
Approach

Since 2019, Ardmore has partnered with PSNI and Deloitte to craft compelling recruitment campaigns. Together, we developed a message that reflected PSNI’s core values of caring, listening, and acting.

Backed by market research, the campaigns used tailored content across video, out-of-home (OOH), radio, and digital platforms to encourage potential recruits to see their natural attributes as assets for a meaningful career in the PSNI.

A tactical media plan, incorporating community outreach and public-facing media, was designed to ensure the creative content resonated with the intended audiences and was delivered at the most impactful moments.

Creative
Vision

For 2024, Ardmore is collaborating with PSNI HR to refresh the creative developed in 2021. The updated campaign will feature a modernized message, a focus on a broader range of benefits, and an evolved design to reflect the expectations and needs of today’s audience.

The new creative will continue to align with PSNI’s values while adapting to current recruitment challenges.

Media
Strategy

The campaign utilizes a multi-channel media approach, leveraging a mix of video, OOH, radio, and digital platforms to maximize engagement across diverse touchpoints.

Community outreach plays a central role, ensuring the message is delivered effectively to key demographics and fostering a stronger connection with the target audience.

DELIVERING TARGETS

Ardmore’s strategic collaboration with PSNI focuses on aligning recruitment efforts with their overarching goal of attracting diverse, qualified candidates.

By refining the creative, deploying precise media targeting, and maintaining a message rooted in PSNI’s values, the campaigns are designed to deliver impactful and measurable results.

INSPIRED TO
CHANGE?

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