Calling for back-up

A report published by London’s Metropolitan Police (MET) showed that the London Borough of Waltham Forest had just one police officer for every 49 crimes committed—the lowest rate in the capital.

With police resources assessed against geographical location rather than demographical, economical or crime rate per capita data, the “outer London” borough would never see increased resources without proactive measures.

Campaign strategy

‘Calling for Back-up’ was developed as a grass-roots public relations campaign, challenging the Mayor of London to address the borough’s police allocation.

A billboard with a pop-art style police helmet art
Calling for back-up on the side of London's iconic red buses

Campaign execution

The campaign’s vibrant creative paid homage to the borough’s pop-art roots, and was displayed Out of Home across billboards, real estate and public transport.

People completing petitions at a pop-up event

Public events secured thousands of signatures in support of the campaign.

A busload of school children in police helmets in front of London's iconic Tower Bridge.

Guerilla tactics

Who doesn’t love a bus-load of kids wearing police helmets?

After a series of open-letters, social media engagement and a proactive city-wide media campaign, the final petition was hand-delivered delivered during the MET’s quarterly crime review with the Mayor of London.

Campaign results

  • x2 prime time TV news spots, reaching 3M viewers

  • Combined print coverage readership of 3.5M+

  • 100% positive media coverage

  • 96% positive online sentiment

  • Over 7,000 petition signatures

  • 95 new police officers allocated

A young boy and girl are interviewed for primetime news