The Police Federation for Northern Ireland sought to bridge the gap between the public and the Police Service of Northern Ireland (PSNI) by challenging perceptions and showcasing the humanity behind the uniform. They wanted a hard-hitting video campaign with a shock factor that emphasised that these officers are ordinary people doing extraordinary jobs.

Given the complex political history in Northern Ireland, we centred the campaign on the universal concept of family to foster connection and empathy. We conceptualised and designed the #WeAreYou campaign which inspires a bond between police officers and the community, particularly focusing on relatable figures like ‘mums on the playground.’ The goal was to begin bridging the divide between officers and the public they serve, showing that beneath the uniform, officers are parents, husbands, wives and children—sharing the same hopes and fears as everyone else.

To drive the campaign, we produced a series of three powerful films that juxtapose the challenging experiences of police officers on duty with their roles at home with their families. Each film contrasts the crimes they confront with their personal interactions with loved ones, delivering the message: “We aren’t just the uniform, we are you.” The films, titled #WeAreMothers, #WeAreFathers, and #WeAreGranddaughters, are the heart of the #WeAreYou campaign.

We were proud to assemble an impressive crew and cast for this project, including a BAFTA-winning producer and the art department from Game of Thrones.

#WeAreYou garnered phenomenal online engagement and received an overwhelmingly positive response from politicians, officers, and the public. Officially launched at the Long Gallery in the historic Stormont Parliament Buildings, the campaign made a significant impact by reaching a fifth of Northern Ireland’s population within just four weeks.

Mark Lindsay, Chairman of the Police Federation for Northern Ireland, praised the campaign:

“The #WeAreYou campaign, designed and delivered by TINKER TAYLOR, has brought the role of the police officer as an integral part of society to the fore. The general public, both in Northern Ireland and as far afield as the United States, have made reference to the campaign on a scale we could not have imagined.

There is a real and tangible connection, with the public acknowledging the emotional difficulties officers have to endure as a result of these films.

Political figures have also commended the Police Federation for Northern Ireland on re-emphasising the issues of officer well-being, for which these films were the foundation stone for the campaign.

Police officers the world over have acclaimed the campaign and, of that, we are very proud.”

The campaign also won numerous awards, including recognition at the Royal Television Society Awards and the Chairman’s Award at The Drum.