THE APG CREATIVE PLANNING AWARDS 2001: Special Award - Sponsored by The Research Business International - Best Use of Research

GOLD

Title: COI Communications/ 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

Planning used tracking research on the Army that showed that one in

three people consider a police career. This demonstrated that the police

didn't need to enlarge the pool of possible applicants; it simply needed

to enlarge the group of people who were already considering to apply.

They coupled this with research done by the Henley Centre, which

revealed that respect for the police had fallen over the past 20 years.

Planning staff were also interviewed for jobs as police.



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