winning 'Could You?' Campaign were announced today by Home Office
minister Hazel Blears.
Lisa Potts, a nursery school teacher who in 1996 protected her young
class from a machete- wielding attacker. A previous ad featuring
Lennox Lewis will run alongside the new one. There are also
supporting adverts on radio and in newspapers which focus on
exploding myths and misconceptions about the police force. They
include details about increased flexibility, more inclusive fitness
tests and positive promotion prospects in the force.
The new campaign is aimed at ensuring the profile of policing as a
career remains high and, in particular, supports the recruitment of
women and ethnic minorities, who continue to be under represented in
the police force.
Launching the new campaign Ms Blears said:
'Forces in England and Wales have received a considerable boost to
recruitment since the original 'Could You?' campaign was launched in
2000. At the end of August 2003, there were 136,386 police officers
in England and Wales, the highest number since records began in 1921
and over 9000 more than in 1997. This record number of officers has
enabled us to cut all crime by 25 per cent with domestic burglary
down by 39 per cent and vehicle thefts down by 31 per cent.
'Although the number of women and minority ethnic officers has
increased over the last decade, only 19 per cent of officers are
women while only 2.9 per cent are from minority ethnic communities
and in today's society, that simply isn't good enough.
'We have one of the best and most highly regarded police services in
the world, yet we need to encourage more women and minority ethnic
peope, from all walks of life, to see the police force as a real and
achievable career choice where they can excel and succeed.
'The n ew advertising campaign features Lisa Potts, who showed immense
bravery in protecting her class full of children in the most
terrifying circumstances. In the advert she asks the question - could
you undertake the painstaking investigation into a suspected
paedophile? We are looking for those people who believe they have the
commitment, skill and courage to answer yes to that question.'
1. The 'Could You? Police' campaign has been devised by M&C Saatchi.
The police recruitment campaign will cost approximately£1.6m
this financial year.
2. Those wishing to join the police can contact the police
recruitment campaign hotline number on 0845 6083000 or visit the
website at www.policecouldyou.co.uk
3. The Crime Fighting Fund (CFF), announced in September 1999, has
provided resources for forces to recruit 9,000 officers over and
above their previous plans for the three years to March 2003. Funding
for the continuing costs of these 9,000 officers is being provided in
4. The percentage of women and minority ethnic officers is at 31
5.Provision has also been made to support a further increase of 650
officers through the CFF in 2003/04, with funding based on 75 per
cent of officer pay costs.
6. Policing received an overall funding increase of 7.3 per cent for
the year 2002/03. The overall police funding increase for 2003/04 is
6.2 per cent and 4.2% for 2004/05. All police authorities will
receive a standard increase of 3.25% in general grant next year. The
consultation period on the provisional settlement closes on 9
7. The 2383 CSOs recruited as of November 2003 means the government
is on track to meet the target of 4,000 CSOs in 2005.
8. The home secretary set targets of 130,000 police officers by March
2003 and 132,500 in 2004 (both targets exclude British Transport
Police). The 2004 target has been exceeded well ahead of the target