Content agency helps drive police applications from BAME communities
Tinker Taylor, a video content agency producing creative content to drive education, sales and recruitment campaigns have successfully increased West Midlands Police applications, especially applicants from BAME communities.
In Spring 2021, they were approached by West Midlands Police to aid in the recruitment of approximately 3000 new officers. After just 7 days of the video broadcasted on social media, applications rose to over 250 per week, a six-fold increase on the week before.
As well as increasing numbers, the priority was to increase the number of recruits from BAME communities, to ensure that the WMP can best represent the public they serve.
The #WeNeedYourSkills campaign had already been launched by the WMP, which focused on the humanity and skills required for officers to work for them.
Tinker Taylor were bought on board to create a series of inspiring and emotive videos to drive home the message and enhance the campaign.
Three short films were crafted and filmed by the Tinker Taylor team. In each scenario, a member of the public is presented - a lost elderly man with dementia, a female victim of domestic abuse, and a man whose home has been burgled.
Each person is confronted by someone who appears to be a friend or relative, however as the story unfolds, it is revealed that the 'helpful friend ' is, in fact, a police officer.
The success of this campaign illustrates how impactful high-quality video is for translating relatable issues and stories.
Sam Taylor, creative director at Tinker Taylor said: “We are a team of film makers, moved and driven to deliver outstanding results for all our clients, however it is especially gratifying when our work leads to a positive, meaningful social change.
“Our HQ is in Digbeth and we are all members of the public that WMP serve, so this project was one we very much wanted to deliver. The fact that the video driven campaign has shortlisted for a national Drum award makes me exceptionally proud. ”