THE APG CREATIVE PLANNING AWARDS 2001: Best Public Service and Charity Campaigns - Sponsored by NABS


Title: COI Police

Agency: M&C Saatchi

Author: Richard Storey

Creative Director: Simon Dicketts

Art Director: Fergus Flemming

Copywriter: Simon Dicketts

Client: Home Office/COI Communications

Product: National Police Recruitment

The planner's contribution in this campaign came down to one conclusion:

"I certainly couldn't be a police officer, but respect is due to anyone

who could." Planning identified the respect element; who could resist

respecting someone whose everyday work could include treating a

suspected rapist as innocent until proven otherwise?


Title: Labour Party

Agency: TBWA/London

Author: Rob Alexander

Creative Director: Trevor Beattie

Art Director: Graham Cappi

Copywriter: Alan Moseley

Client: Labour Party

Product: Labour Party

Planning's key insight here was to communicate to the people who voted

for New Labour in the last election the achievements of that Government

and to present them as if they were their achievements. In this way, the

voters felt like they had contributed to changing Britain for the



Title: NSPCC

Agency: Saatchi & Saatchi

Author: Jane Almeny

Creative Director: Dave Droga

Art Director (TV): Brian Connolly

Copywriter (TV): Paul Domenet

Art Director (Poster): Anthony Nelson

Copywriter (Poster): Mike Sutherland

Client: NSPCC

Product: Full Stop campaign

The key thing with the next phase of the Full Stop campaign was to speak

their language to help stamp out child cruelty. Planning focused on the

reality of being a parent and how it can take most people to an

emotional and physical edge.


Title: Department of Health - Nurses Recruitment

Agency: D'Arcy

Author: Ali Bucknall

Creative Director: Nick Hastings

Art Director: Simon Impey

Copywriter: Jon Daniel

Client: COI Communications/Department of Health

Product: Nurses Recruitment

As it is difficult to attract people to a career that is badly paid and

low status. Advertising needed to establish a new reason beyond the

traditional "vocation calling" ads. By harnessing the idea of

"teamwork", advertising was inspired to dramatise the crucial role of

each and every member of a nursing team.


Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content