G4S

The challenge

When you think “security guard”, you probably picture a man – a big, burly man. And you wouldn’t be alone. 91% of G4S’s security guards are men. Only 9% of their workforce were women. And they wanted that to change.

This wasn’t just about addressing gender imbalance. It was about attracting brilliant security guards from a pool of ideal candidates. Partnering with their SSUK talent team, we conducted extensive research, interviewing female security officers and consulting with senior leadership, including G4S UK&I’s female CEO. We found that women didn’t see themselves represented in security, feeling uncertain about entering such a male-dominated field.

Our solution

We wanted to empower women and break down stereotypes. Enter our creative concept, “InSecurity.” It embraced the challenge of changing perceptions, focusing on the strengths women bring to the industry. We created a hero film that showcased real women in security, demonstrating their skill and resilience. Filmed at Turf Moor Stadium, the video captured authentic stories and featured bold photography to share across platforms. With a mix of programmatic video, mobile ads, and Spotify audio, we reached over 6 million women across the UK, many of whom had never considered security as an option.