F is for Family at the Metropolitan Police

This Met Police Video Campaign, produced by Tonic, made the 2023 shortlist for its impact in attracting talent from London's numerous and wide ranging communities.
F is for Family - Metropolitan Police with Tonic
F is for Family - Metropolitan Police with Tonic

Year: 2023
Achievement/category: Shortlisted in Video Campaign
Client: Metropolitan Police
Agency: Tonic
Industry: Law enforcement and security


About the campaign

The Met Police covers 600 square miles in London and serves nearly 9 million people representing a highly diverse demographic, where over 300 languages are spoken. However, pre-existing perceptions about joining the police can make attracting candidates from this talent pool challenging.

Tonic produced a series of expertly crafted films that addressed and acknowledged the concerns raised by communities in London about working for the Met Police. The force asked real families of serving police officers to share their experiences and offer a different perspective, ultimately showing the positive impact of the decision to become a police officer, and the pride felt by family members.