It has hired Blue Rubicon to handle an eight-month brief to promote the police's High Potential Development scheme. This streams recruits into specialist units, such as armed response and anti-terror, as well as fast-tracking them into senior management posts.
The Government wants to better promote the police as a career for high achievers, above FTSE 100 companies and the armed forces.
'There is currently the need for leadership in the police force,' said Blue Rubicon MD Gordon Tempest-Hay. 'However awful the recent bombings were, they provide a platform for demonstrating the kind of valuable work that senior officers are involved in.
'There is a long-standing image of the police as the bobby on the beat.
But this is not the sort of thing high achievers are inspired by.'
The campaign will target broadsheets' recruitment and business pages, and will feature a series of talks by senior police figures at the unions of the country's top 30 universities. It runs alongside an ad campaign by M&C Saatchi in the autumn.
Blue Rubicon beat Geronimo Communications and Trimedia Communications to the brief, managed by the COI.
Hordes of police officers have been shifted from their day-to-day duties to bolster the counter-terrorism efforts since 7 July. This week the City of London Police chief James Hart said an attack on the City was inevitable.