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
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.