Campaign Media Awards 2007: The Yahoo! Award - Best Total Communications Programme

Title: Police Community Support Officers
Media agency: Manning Gottlieb OMD
Media director: Andrew Mortimer
Media planner: David Bratt
Creative agency: M&C Saatchi
Creative director: n/s
Account planner: Bridget McCann
Client: Home Office
Brand: Police Community Support Officers
Marketing director: Cerys Adams
Media brand managers: Chris Kirby, Lynn Fidler, Richard Bowdery

Police Community Support Officers have been derided in some sections of the media as "plastic policemen". In a bid to increase the value people put in the role of PCSOs, Manning Gottlieb OMD came up with the idea of ad-funded programming, following real-life PCSOs. The result was Beat: Life on the Street, which was shown on ITV1 on Sundays at 6pm - the first ever peaktime advertiser-funded programming. Watched by an average of 2.7 million people per episode, public value of PCSOs has soared.