Our solution was to use communication to re-create this direct by creating virtual experiences that bring the PCSOs and community together. Whilst advertising could play a huge role in bringing our communication strategy to life, we felt that true value could only be created with deeper virtual experiences – taking the PCSO messages closer to the public through editorial environments. At the heart of the plan was the creation of an advertiser funded TV programme.

Beat became the biggest ever ad-funded programme in the UK, with an average of 2.6 million viewers per episode – a media value of 12 times the cost of the programme.Recruitment targets were smashed, with 37,196 applications and positive public perception more than doubling.