Police Now exists to break the links between crime and deprivation by bringing innovative graduates onto a two-year leadership development programme. In order to deliver on its aims, a different approach and type of police officer is needed. We knew the brand would need flexibility, staying power and sophistication; and the ability to act as a platform on which a far-reaching communications strategy could be delivered. The brand activation covered a national campaign, force communications, 100 day impact events, spring inductions, partner communications, summer academy and a focused campaign for students.