Police set to embark on ethnic recruitment drive

The Government hopes to boost the number of police officers from ethnic minorities with the launch of a publicity campaign run by The Forster Company.

The campaign will run as a pilot on a regional level throughout February and March, focusing on four police forces: Thames Valley, West Yorkshire, South Yorkshire and Leicester.

If the campaign is successful, forces across the country can expect to benefit from the recruitment drive, which will be tailored to meet the needs of each area and its demographic make-up.

COI Communications spokeswoman Janice O’Reilly said: ‘It is the first ever targeted campaign to be run in these areas. The pilot is designed to find out if regional recruitment can help.

‘These forces were chosen to represent the different areas and their populations, and the different challenges they might present,’ she added. ‘So there is a mix of urban and rural areas.’

The Forster Company director Amanda Powell-Smith added: ‘The campaign will be partnership brokering with community groups, giving them access to information that dispels myths about the police force.

‘There has been a lot of negative publicity and one-sided reporting recently, and we want people to know it is a good career for people from ethnic minority communities.’

The campaign will use regional media and specialist black and ethnic minority press and is expected to build on the current ‘Could you?’ recruitment advertising push managed by M&C Saatchi.

The celebrity-led campaign has proved successful, with increasing numbers of people signing up to join the police, according to the Home Office.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in