Home Office targets female recruits with Profero online work

The Home Office is attempting to increase the number of female recruits to the police force with an online campaign devised by Profero.

The campaign, which is managed through COI Communications, aims to dispel some of the negative preconceptions that women have of the police force.

One ad highlights that recruits do not have to be physically fit to join the police. The copy reads: "Average fitness. But is your character above average?"

A second shows a family car replaced with a police van, accompanied by the copy: "Just because you have a family. Doesn't mean you don't have a career."

Another highlights the range of jobs available in the police force by showing the various uniforms available. Browsers can click to create a mix-and-match outfit.

The ads appear as banners, skyscrapers and pop-ups on sites that have a heavy female profile. They include iCircle, New Woman and Handbag, as well as major portals such as MSN and Yahoo!. I-Level handles media planning and buying.

The campaign was written by Chris Baylis and art directed by Stuart Peddie.

Wayne Arnold, Profero's managing director, commented: "COI Communications is our longest-standing client. Through the development of our creative and our increasing experience in this field, we have built up a distinctive online style, which enables us to deliver a strong, coherent message that really supports the police brand online."