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.