The Metropolitan Police is focusing on a message of change for its latest recruitment campaign, which comes hot on the heels of a series of scandals that have rocked the force in recent years.

Developed by London agency Pablo in its first work for the service since securing its creative account earlier this year, the work looks to appeal to the public’s desire for change as an inspiration to join.

The hero work will be supported by a series of shorter, online spots that present various scenarios in which officers might find themselves – communicating the vital, life-saving work they are often required to do.

“The new campaign is based on insight and does a great job in really highlighting the values we need our officers to have while reflecting the many benefits individuals get from policing our capital city,” Metropolitan Police head of campaigns and marketing Stephanie Day said.

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“Working with real officers allows us to hero the amazing work they are doing while inviting Londoners to come and join them. I look forward to seeing the results of the campaign.”

Pablo worked with 13 serving police officers for the campaign to ensure that the message would be as authentic as possible. Media planning and buying was handled by OmniGov.

Pablo London ECD, Dan Watts added: “It feels like the right point in time to be harnessing ‘change’ and focusing it into all the things that truly matter.

“We hope this recruitment drive will bring in those that really feel they can make a difference and push things forward for not only the Met Police, but their careers, their communities and the people around them.”