Kevin Thomas
Managing Director at Prodigious
Paris, France
TitleJohn Barnes
Agency
Campaign Could You? - Police Recruitment
Advertiser The Home Office
Brand The Home Office
PostedNovember 2002
Product Police Recruitment
Business Sector State Employment, Forces & Police Recruitment
Philosophy Could You



This case examines how advertising that seemingly deters people from joining the Police had precisely the opposite effect. Respected figures’ admissions that they could not do what Police do elicited several positive effects. It boosted respect for the Police, after years of decline. It increased Police morale and reduced public fear of crime. Most importantly it drove a 73% increase in recruits, dramatically reversing a seven-year decline in Police numbers. This exceptional efficacy has saved UK taxpayers more than £30m.
Media Type Television
Length
Market United Kingdom
Creative Director
Art Director
Copywriter
Director
Advertising Manager

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