In the week when a pounds 7million recruitment campaign was launched, the image of the police force took a further battering over revelations of its 'hands-off' approach at the Notting Hill Carnival and allegations about the death of a black soldier in police custody.
The campaign was well-received, though there were some questions whether Falklands veteran Simon Weston, footballer John Barnes and ex-Eastender Pasty Palmer would attract potential officers.
M&C Saatchi chief executive Moray MacLennan, who headed the agency team that devised the ads, said: 'We wanted the wrong people to actively reject applying,' (The Daily Telegraph, 31/8), as well as designing the campaign to enhance the image and reputation of the police.
In addition to problems in attracting ethnic minorities, the amount of red tape and bureaucracy facing policemen was highlighted as a major cause for people rejecting the vocation. Tory shadow minister Ann Widdecombe was quick to accuse Jack Straw of failing to deliver more police recruits in what the Independent's leader column called a 'fair cop' accusation (31/8).
Analysis and commentary by Echo Research.
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