Home Office Campaign Aims to Attract Quality Recruits

By Bainbridge, Jane | Marketing, September 20, 2001 | Go to article overview
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Home Office Campaign Aims to Attract Quality Recruits


Bainbridge, Jane, Marketing


Ads for the police force use celebrities to highlight the daily challenges faced by officers.

The advertising launched by the Home Office to attract police recruits is the first national campaign for the police force. Police recruitment ads have previously been handled by individual forces, but the work created by M&C Saatchi using a range of celebrities, heralds a broader campaign.

One of ads in the campaign, featuring Coronation Street actor Chris Bisson, has entered Adwatch this week at number ten with 46% recall.

Each execution uses a famous personality talking about a topic close to their professional hearts. The celebrities relate how they don't think they could deal with the type of incidents faced by police officers.

For example, Bisson talks about how he's used to following a script, but doesn't know how he'd deal with a violent situation without direction.

In another ad, boxer Lennox Lewis talks about how it's important to stay in control; but if he were faced with a man who beat his wife, he's not sure he could keep his composure.

The other famous faces in the ads include Joan Bakewell talking about interviewing a suspected rapist, John Barnes on dealing with football hooligans, Simon Weston on being brave and Patsy Palmer wondering how the police would talk a girl into informing on her drug-dealer boyfriend. After they explain that it's not a job they could do, the end line simply reads 'Could you?

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