M&C launches constables drive

The Home Office is launching a campaign to attract more special

constables amid continuing controversy over its efforts to strengthen

over-stretched police forces.



The £500,000 initiative is through M&C Saatchi, which has been

handed the special constables brief in addition to its existing national

police recruitment assignment.



The initiative comes as the home secretary, David Blunkett, comes under

sustained fire for plans to increase numbers of uniformed beat patrols

by recruiting civilian auxiliaries.



The campaign, which asks "Could you volunteer?", co-incides with

proposals in last month's Police Reform White Paper to improve the

management and promotion of the special constabulary.



The ads counterbalance scenes from daily life with challenging

situations often faced by special constables. One ad features two

pictures - one of a couple sharing a sofa as they watch TV, the other of

a special constable sitting with a pensioner who has just been

burgled.



The theme links in with the "Could you?" national police recruitment

campaign, which is credited with helping to generate the largest rise in

recruits for more than a decade.



The ads were written by Simon Dicketts, the agency's creative director,

art directed by Fergus Fleming and photographed by Andy Green. Naked is

handling media planning with media buying through MediaCom.



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