Ogilvy & Mather has created a campaign for the Central Office of
Information and the Lord Chancellor’s Department to encourage ordinary
people to become magistrates.
The press campaign aims to challenge the commonly held perception that
only stiff professionals with certain strict qualifications can become
magistrates. Six press ads feature people with normal jobs including a
fireman, aerobics instructor, courier and air hostess. Each ad
demonstrates that on top of their day job, they are also
The copy emphasises that the skills required for the magistracy are
personal qualities, such as commonsense, integrity, and an open mind,
which cross all ages, classes and ethnic groups.
It reads: ’It doesn’t matter what you do or where you come from, all you
need to become a magistrate are the right personal qualities.’ It then
supplies a phone number for more information.
John Lane-Gilhespy, assistant secretary of commissions at the Lord
Chancellor’s Department, said: ’There is a misconception that you need a
particular educational qualification and that being a magistrate is not
something that ordinary people do. It’s that kind of stereotype we’re
trying to break. We have a broad mix of magistrates, and we’re trying to
The campaign breaks on 15 March and will run for one month in the
national and ethnic press, women’s weeklies and TV listings magazines.
Media planning was by MindShare and media buying was through
The campaign was written by Ian Heartfield and art directed by Matt
Marcus Vinton was the creative director and the photographer was Adam