National Association of Retired Police Officers
Love, Loss, and a Fight for Fairness
Date
March 2025
Client
National Association of Retired Police Officers
Category
Social Impact & Public Advocacy
The result
Pieces of national TV coverage
Reach
The Clients Verdict
“The most successful awareness drive we’ve ever run.”
Challenge
When police officers put their lives on the line, their families should never have to choose between love and financial security. Yet, in England and Wales, outdated pension rules mean many police widows lose their pensions if they remarry or even cohabit.
In March 2025, the National Association for Retired Police Officers (NARPO) took that injustice to Parliament and we helped make sure the story was heard nationwide.
Broadcast PR strategy and activation
Media training and spokesperson preparation
News generation and media sell-in
Turning Personal Pain into Public Pressure
The heart of this campaign wasn’t policy detail it was people so we encourage NARPO to find as many police widows as possible who were comfortable discussing their lived experience on air. Women like Roz Kid, Jo Bosworth and Kate Hall, who bravely shared their stories of being penalised simply for finding companionship again.
Along with Richard Critchley, NARPO’s President, we were able to provide producers with a powerful blend: lived experience, recognisable advocacy, and policy leadership.
Framing the Story: A Postcode Lottery of Grief
We anchored the narrative in a stark truth:
- Army widows keep their pensions for life.
- Police widows in Northern Ireland and Scotland are better protected.
- But in England and Wales, families are punished for moving forward.
By positioning it as a postcode lottery of grief, we cut through complexity and gave the media a headline that resonated.
Smart Timing, Strategic Delivery
With Parliamentarians set to meet NARPO representatives on 26 March, we focused broadcast interviews the day before and day of. That allowed spokespeople to tell their stories while the issue was live and ensured MPs walked into Westminster with public opinion ringing in their ears and resulted int he Home Office even making a statement on the matter.
