Government and non-profit: The Services (army, polic...

 

The 2006 Home Office recruitment campaign for Police Community Support Officers (PCSOs) aimed to explain the value of PCSOs to the public. It was based on an advertiser-funded television programme fol ...

This paper discusses the 2004-06 recruitment campaign for the Army Cadet Force (ACF). The objective was to motivate suitable people to become adult instructors, and the communications strategy used na ...

This Grand Prix-winning paper details the campaign for the Metropolitan Police's 'Trident' initiative, which aimed to tackle gun crime in London's black community. The objectives were to raise gun cri ...

Military recruitment has arrived at its most competitive and challenging landscape since the instatement of the All-Volunteer Force in 1974. Compounding political, social, and economical variables hav ...

This study examined whether individuals with preferences for certain military recruitment slogans can be identified by characteristic factors for motivation, needs, and involvement. Inasmuch as there ...

In 1998, the Metropolitan Police initiated the Trident initiative in an effort to tackle rising gun crime in London's black community. The campaign aimed to demonstrate the dangers of carrying a gun t ...

Following the Patten Report's recommendation of a new police service for Northern Ireland, the challenge was to set in train a process which would change perceptions of the province's policing service ...

Throughout the mid-late 1990s, the Army did not have as many trained men and women as it needed to do its job properly. This paper tells the story of how in one of the most daunting recruiting enviro ...

Public service recruitment is hard, especially in the south-east of England where house prices and salaries are mismatched. The Hertfordshire Constabulary had the further pressure both of boundary cha ...

The task of this campaign was to encourage men and women throughout Northern Ireland to give up their time, for little financial reward, to help tackle crime in the community and help to move forward ...

By October 2002, The Royal New Zealand Air Force found itself at one of the lowest points in its 80-year history of serving the country. Government policy had resulted in all the fighter jets – the co ...

Campaign (2000) in support of the Spotlight on Safer Streets Campaign of Strathclyde Police, aimed at reducing crime and fear of crime. Background: an increase in violent incidents during 1999 (eviden ...

Three-year campaign (TV and Internet) to improve police recruitment from 2000. This is the first national campaign for the police, with aim of helping to recruit 9,000 officers. The campaign adopted a ...

This officer recruitment campaign concentrated on attracting responses from college students to join a new generation of leaders including people from various minority backgrounds. In order to achiev ...

1997-1998 campaign for Strathclyde Police to counteract growing fear of crime and erroneous belief that crime was rising. The `Spotlight Initiative' launched in 1996 was operationally successful in re ...

Campaign in 1998-99 by J Walter Thompson for RAF officer recruitment (support staff rather than pilots). Focus on the support staff's relations with the pilot, broke through the barrier that saw the p ...

This 1998 paper was compiled by Riley Advertising Edinburgh with the help of the Scottish Prison Service and describes in detail how change in the approach to account planning, from conventional recru ...

Army recruitment advertising, 1994-6. Background of decline discussed: need to get better conversion from enquiry to enlistment. TV and posters. The campaign continues to evolve. Tracked by RSGB and q ...

1994-6 campaign for army recruitment. Changed context and strategy following `Options for Change' described: need to counter negative publicity, encourage enquiries from high-quality young people, bui ...

1995-6 recruitment advertising for the Royal Air Force. Brief review of traditional strategy and advertising during the 1970s and 1980s, leading to changed situation as defined by the government repor ...

1994-5 Army recruitment campaign using TV and press. Planning, strategy and supporting research evidence discussed. Results of the campaign not discussed.

An evaluation, using qualitative and quantitative research, of some US Army recruitment commercials. Previous research in this area reviewed. Findings: some unintended messages, as well as intended on ...

Royal Navy recruitment campaign 1992-3. Development of approach discussed. Teenage publications used, with poster centrefolds, direct response opportunities (which were then followed up with an inform ...

1987-88 advertising for Metropolitan Police recruitment. Need to encourage higher calibre people. Rational for the campaign strategy discussed. Colour double-page spreads in Sunday supplements used, i ...

As with recruitment for other careers, advertising is an important vehicle for the promotion of the nursing profession (general nursing, nursing of mentally handicapped people, nursing of mentally ill ...

Recruitment campaign for the Territorial Army, 1985. Research indicated that the target market was ignorant of the TA responsibility, the professionalism required for soldiering, how to join, the pay ...

1978-80 campaign for RAF recruitment. The strategy and objectives are described. Display and classified press advertising was used (black and white). Analysis of enquiries shows a correlation between ...