Bobbies on the Beat

Bobbies on the Beat

The brief

Raise awareness of the increased numbers of safer neighbourhood teams policing London's streets and transport networks with the aim of reassuring Londoners that their city is being policed.

The solution

A TV commercial to communicate the role of safer neighbourhood teams in the local community, based on the insight that a TV ad would cut through, as it would be the first time the MET police used TV to communicate a message. The TV campaign was developed by MCDB and supported with tactical outdoor posters, at key locations across London.

The results

  • 62% prompted awareness of the campaign, a 19% increase on previous years
  • 36% recognition of the TV ad
  • 8% increase in satisfaction with local policing
  • Positive impact on the METs service quality performance indicators