MI5 needed to attract ethnic minority graduates to join their Intelligence Officer Development Programme (IODP). To do that, I had to tackle the misconceptions of the organisation, that it’s just a white man’s world, and you need to be an Oxbridge graduate to get in. All that was wrong.

The campaign had to speak directly to those people, show that MI5 shared the same values, including the sense of true community and of belonging.

The aim was to portray MI5 as somewhere individuals can really make a huge impact, and most importantly, protect the things that really do matter to them. This wasn’t putting it on a national level, but aimed at showing how vital it was to protect that local community life, we all live within and cherish.

The campaign took that sentiment and showed that whether it was a Sunday lunch with the family, a night out with friends, or just going down the local cafe on a Sunday morning after a heavy night out, these were the things that truly mattered to the audience. And they equally mattered to MI5.