Your browser is no longer supported

For the best possible experience using our website we recommend you upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more


  • Comment
A new round of police recruitment adverts that form part of the award ...
A new round of police recruitment adverts that form part of the award

winning 'Could You?' Campaign were announced today by Home Office

minister Hazel Blears.

The advert, which will run on national TV from tommorow, features

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

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

March 2003.

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


  • Comment

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions.

Links may be included in your comments but HTML is not permitted.