Police Federation of England and Wales

Police Federation of England and Wales: #BelieveInBlue

Police - Awareness - Cinema and Digital Distribution
TINKER TAYLOR was commissioned by the Police Federation of England and Wales (PFEW) to produce a series of four short films that challenged perceptions of policing in England and Wales.
‘Believe in Blue’ is a series of innovative, award-winning short films aiming to challenge and change perceptions of policing in England and Wales.
The intentions were bold, so an equally bold approach was necessary to realise them.

We meticulously designed four scenarios for four different films, each demonstrating the value of police work in fighting crime and serving the community. The jobs officers do are vital as well as varied, and this needed to be absolutely clear in our films.
To most effectively immerse the viewer, we utilised the state-of-the-art ‘time slice’ technique. Using motion control, precise art direction and seamless CGI, the films create the impression of a moment frozen in time: a moment that the viewer could explore and evaluate, bringing the nature of policing to the screen in an uncompromising and unforgettable manner.

The PFEW was absolutely delighted. It cited strong anecdotal evidence from officers on the ground as proof of the films’ power. This is exactly what both they and we had hoped for. As the police ultimately serve the public, the bonds between the two are vital. By raising awareness and encouraging dialogue, these bonds can be strengthened. Being able to play our part in this makes us extremely proud.
"Wow... very professional, cinematic in feel and the technique is superb. A great piece of work."

Steve White - Chairman, Police Federation of England and Wales
"They are exceptional pieces of art; incredibly well made and, for my money, the "basketball" video is outstanding. The chaotic house scene is also superb. It is genius filming... you should be very proud."

Calum Steele - Secretary, Scottish Police Federation
"These films are outstanding and of an exceptionally high quality. They are at the top end of the artistic spectrum and you should be rightfully proud of this project. Very well done!."

Mark Lindsay - Chairman, Police Federations for Northern Ireland
At the time of writing, the campaign has:
aired our films on 515 cinema screens across England and Wales for more than six months, and they were seen by over 1 million people;
engaged more than 1.5 million people through the ‘Believe in Blue’ Facebook and Twitter pages;
seen over 100 real-life stories added to the ‘Believe in Blue’ website by members of the public, showing their appreciation and support for the police;
and realised support for a ‘Thunderclap’ from over 2,000 members of the public, amplifying the campaign’s message and reaching a total of 1.4 million people.
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