Leicestershire Police - Minority Recruitment
In a multi-cultural society with a wide cross section of ethnic groups the police need to be representative of the society they protect. Nowhere is this more true than in Leicester, where over 50% of the population are from various ethnic groups.
The issue for the Leicestershire Police is that they were not sucessful in recruiting from these groups, partly because of the image the police had particularly amongst the young adults, the group where the next generation of police would be coming from.
Our approach to solving this was an endorsement style using real people within the force from the various ethnic groups together with strong messages that worked on poster sites across the city, on bus sides and in local press advertising.
The campaign proved to be successful in achieving its objectives of correcting the inbalance of the ethnic profile within the Leicestershire Police.