Manchester-based creative agency, Loaf have launched Lancashire Police Constabulary’s creative campaign to help propel their working culture through positive actions.
Having won the pitch last year, and established a strong campaign strategy based around the strapline “It’s What We Do Here,” Loaf collaborated with photographer Paul Crowther to produce a striking photographic series centred on Lancashire Constabulary’s staff, their lived experience and positive behavioural messages.
Loaf’s Creative Director, Dave Mullen, who led the project commented, “Having a whole team functioning as one – from brand values that drive action through to ambition – is extremely important for any organisation, especially the Police. Our work with Lancashire Constabulary is part of our ongoing focus on the importance of internal brand transformation in the whole brand experience mix. We are super proud to be on this transformational journey with the team at Lancashire.”
The campaign was launched across the force in March, and is being delivered on a wide range of media and environments at their Preston headquarters providing the organisation with a bold and authentic creative campaign, which marks a departure from previous internal communication styles. It will be used to not only drive staff engagement, but also to advise and inspire new recruits – with plans for further rollout through recruitment activity.
Sarah Gough, Lancashire Police’s Internal Communications & Staff Engagement Manager commented, “Loaf have been a breath of fresh air to work with. They guided us through the whole process, including leading on the research and insights stage and involving our staff right from the beginning. We needed a rally cry that would unite our workforce and bring people together, but we were very conscious when approaching a values-based campaign, that this needed to come from our staff and their lived experience of working here and not be pushed down from the top of the organisation.”
“We could not be happier with the final outcome, which will be a long-running campaign to support our wider people and cultural programmes of work. We’ve had so many comments about how professional and striking it looks, and our managers are already adopting the language and actions in everyday tasks and communication.”
