National police bid to combat negative image using Naked
campaignlive.co.uk, Friday, 07 December 2001 12:00PM
Naked has been appointed by the Home Office to the media planning
account for national police recruitment.
The media strategy agency was appointed through COI Communications and
will work alongside roster media buying agencies MediaCom and MediaVest
on the £7 million account.
The creative account remains with M&C Saatchi, which picked up awards at
this year's APG Awards for its work on the business.
The police force has recently been faced with a tough time recruiting
officers to the force. Research from the Henley Centre has revealed that
respect for the police has fallen over the past 20 years.
Negative headlines in the press concerning disillusionment among
officers have not helped public perception of the force. It is expected
that Naked will concentrate on improving this perception and attracting
A campaign through M&C Saatchi was launched recently featuring a range
of celebrities, such as Chris Bisson from Coronation Street, talking
about how they didn't think they could deal with the type of incidents
that police officers have to face.
A spokeswoman at the COI confirmed Naked's appointment to the
No-one at Naked was available for comment on the news as Campaign went
This article was first published on campaignlive.co.uk
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