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Be The Difference police recruitment

Home Office

The challenge

In July 2019, the PM confirmed a manifesto pledge to recruit 20,000 additional police officers by March 2023, with a focus on recruiting from underrepresented communities. Insight showed that marginalised groups were less likely to consider a career in policing due to beliefs that the police may be unable to adapt to religious requirements, or that institutional race and gender discrimination would be an issue. Police forces across the country should reflect the communities they serve, so our campaign had to challenge those misconceptions.

Our solution

We produced a video series showcasing the real stories of police officers from diverse backgrounds to dispel myths and reach minority communities. We worked with eight police associations to find our subjects, including Sikh, Jewish, Christian, black, disabled, autistic, LGBT+ and women. We held discovery calls with each officer to get to know them and build trust, leading to a video tailored to their unique story. To break down misconceptions, we knew we had to be empathetic and realistic – not shying away from the difficulties that officers can face.

Modern slavery and human trafficking prevention

Border Force

The challenge

Border Force needed help to create a campaign fighting the modern slavery and human trafficking problem in South East Asia. Migrants in Cambodia, Myanmar, Thailand and Vietnam are aware of these dangers – but the promise of opportunity often has a stronger pull. Our campaign therefore aimed to help people migrate as safely as possible, rather than putting them off altogether. Migrants are vulnerable to exploitation due to a lack of information, so the campaign also empowers them to ask the right questions and get the facts they need to protect themselves.

Our solution

Our campaign centres around an ‘always ask’ slogan, which gives audiences a memorable instruction, alongside examples of questions to ask. To reinforce this, we used partially-obscured photography to show how migrants may not always be getting the full picture. Through asking questions, they can get a clearer idea of the situation. To avoid scaremongering, we used bright and positive photography showing legitimate work opportunities. The green and black colour scheme is eye-catching and impactful enough to stand out in busy locations such as train stations.

Road to Results Day

Department for Education

The challenge

The Department for Education and National Careers Service asked for our help with a digital results day campaign aimed at students and parents. Research showed that these groups weren’t always aware of the full variety of choices on offer after GCSE and A Level. Our campaign had to reassure audiences that there are plenty of choices around what to do next, and encourage them to seek professional support and advice when making (or supporting) those big decisions.

Our solution

To resonate with our audiences, we knew the campaign designs had to be clear, reassuring and optimistic. To appeal to a mix of age ranges, we took initial inspiration from retro design styles and developed a playful yet professional approach. We introduced animated arrows and paths to represent the future possibilities – from traineeships to T Levels. The designs are complemented by positive, snappy messaging to grab attention on social media and on forums such as The Student Room.

Voter ID pilot

Cabinet Office

The challenge

Cabinet Office asked us to create the visuals for a pilot awareness campaign encouraging eligible voters to bring ID to the polling station. The independent report ‘Securing the ballot: review into electoral fraud’ had recommended that electors should produce personal identification before voting at a polling station.

Our solution

Our campaign made the point clear: you now need to bring ID to vote. Following extensive audience testing, we used friendly illustrations to create a positive and accessible look with the required ID document at the forefront. Simple, memorable instructions assert the actions local people needed to take to vote.

Know Your Fuel

Department for Transport

The challenge

We were asked to brand a new fuel labelling campaign for use at petrol stations around the UK. All fuel labels in the country were being updated to show the % of renewable fuels contained in petrol and diesel. It was crucial that consumers understood that, while the labels were changing, the fuel would stay the same.

Our solution

We created a bold route under the ‘know your fuel’ statement, with a bright colour palette to catch the eye. The 3D fuel pump graphics make it instantly clear where customers can expect to see the changes. It’s wrapped up with positive messaging to reassure customers, displayed on posters, stickers, leaflets and online.

School engagement

Ministry of Justice

The challenge

MoJ wanted to reach out to young people in schools so they would consider working for the Civil Service in the future. It was our job to put MoJ on the radar, celebrating the diverse range of people who work there and challenging stereotypes about what the Civil Service is like.

Our solution

We focused on 6 employees in different areas of MoJ, all with a different story to tell. We spent a day filming with each character to create individual videos and a combined one. A fun and bright illustrative style was developed to appeal to the audience and draw attention to the many skills that can be utilised working for MoJ.

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