National police bid to combat negative image using Naked

Naked has been appointed by the Home Office to the media planning

account for national police recruitment.

The media strategy agency was appointed through COI Communications and

will work alongside roster media buying agencies MediaCom and MediaVest

on the £7 million account.

The creative account remains with M&C Saatchi, which picked up awards at

this year's APG Awards for its work on the business.

The police force has recently been faced with a tough time recruiting

officers to the force. Research from the Henley Centre has revealed that

respect for the police has fallen over the past 20 years.

Negative headlines in the press concerning disillusionment among

officers have not helped public perception of the force. It is expected

that Naked will concentrate on improving this perception and attracting

police recruits.

A campaign through M&C Saatchi was launched recently featuring a range

of celebrities, such as Chris Bisson from Coronation Street, talking

about how they didn't think they could deal with the type of incidents

that police officers have to face.

A spokeswoman at the COI confirmed Naked's appointment to the


No-one at Naked was available for comment on the news as Campaign went

to press.