New Recruit Finder

Suffolk Police

Suffolk Police appointed Spring to rethink a recruitment category which was dominated by similar imagery and predictable campaigns.
Our response was this insight-led campaign that challenged convention, cut through a competitive market, reached new audiences and performed beyond expectations - delivering a 64% increase in applications year on year!

Working closely with Suffolk Police, our Discovery sessions, competitor analysis and one to one conversations with serving officers revealed two clear drivers for joining the force: wanting a life change, or wanting to change lives. Crucially, many suitable candidates had never considered policing as an option. We used this insight to shape a recruitment campaign built around motivation rather than stereotypes.

In a crowded recruitment market, traditional policing imagery wasn’t enough. So we developed The New Recruit Finder, a bold, disruptive, digital-first campaign to cut through and speak directly to those motivations. Delivered across targeted online channels and supported by high impact out of home activity, the campaign exceeded expectations and continues to perform strongly as it evolves into its second year.

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"I was thrilled to be part of this exciting project with the incredibly talented team at Spring to produce this eye-catching, impactful, creative campaign for our latest recruitment campaign. "

Jade Froud Campaigns and Marketing Officer