Objective

The Police Federation of England and Wales is the statutory staff association for police constables, sergeants and inspectors: one of the largest bodies of its kind in the UK, representing over 120,000 rank-and-file officers. The programme worked with PFEA to raise awareness of its key information, campaigns and initiatives.

An organisation of that size produces more material than any single audience will read. Officers, branch structures, stakeholders and the wider public each need a different depth of the same story, and the association had no one artefact that served all of them.

Creative response

• Worked alongside Public Affairs. The digital team developed PFEA’s information in step with the public affairs team, so the messaging and the design were settled together.
• Chose one format and made it carry everything. The association’s information was developed into a simple brochure format rather than a set of separate documents per audience.
• Written and designed to be accessible to all parts of the association, and to the wider community beyond it, so internal and external use ran off the same artefact.
• Published across print, online and social. Distributed to members and stakeholders through all three, rather than treating print as the primary and the rest as afterthought.
• Handed over as standing material. The brochure became a key part of PFEA’s brand materials rather than a one-off publication.

Results

RETAINED, adopted as a key part of PFEA’s standing brand materials

The brochure was published and distributed across print, online and social media to members and stakeholders, and is recorded as now being a key part of the association’s brand materials.

The 120,000 figure describes how many officers the association represents; it is context for the scale of the brief and must never be quoted as the reach of this work. Nothing here should be presented as a performance result. A short, accurate page is the correct treatment of a thin record.

The work