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CASE STUDY: Manning Gottlieb OMD/ Home Office (MWA Winner)

Provided by Manning Gottlieb OMD
The Home Office put the value into Police Community Support Officers by creating the first ever peak time Ad Funded Programme.

What was the Challenge / Background of the Campaign?

The Home Office recruitment campaign for Police Community Support Officers faced difficult challenges. Their role had been derided in by the media as 'plastic policemen'; second-class police with less training and few powers. Research proved that when the public came into contact with PCSOs it created a positive impression, but the public were simply not seeing enough PCSOs to understand the benefits they brought .Our solution was to use communication that would then increase value. We would 'create virtual experiences that bring PCSOs and the community together'. Find out more...

What was the Campaign Objective?

Our brief had two objectives: 1) to raise awareness and understanding amongst the general public of the role of PCSOs and 2) to generate enquiries from potential recruits.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsInterest in becoming a PCSO rose by a staggering 22%!
16 - 24
25 - 34
35 - 44
Female
Male
AB
ABC1
LOCAL MEDIA / NATIONAL
LOCAL MEDIA / REGIONAL
ONLINE
OUTDOOR
RADIO / REGIONAL
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearEDUCATE CONSUMERSPUBLIC RELATIONS
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