Police Service of Northern Ireland: Towards trust - IPA Effectiveness Awards Case Study 2005

Brief Description: The challenge facing the new Police Service of Northern Ireland was to set in train a process, which would change perceptions of the province's policing service and secure a 50% Catholic/50% Protestant recruitment profile over the next ten years. No mean task, especially given previous Catholic antipathy to enrolment and the controversy that surrounded the new service. The ensuing recruitment campaign, thoroughly researched and examined for political sensitivities, set about transforming Northern Ireland policing by encouraging inclusivity, free of sectarian taint. The campaign not only generated 7,843 applications per campaign compared to the previous 2,695 but exceeded the target of Catholic applications deemed necessary to provide the 50/50 recruitment split ;---(TAGS)--- Full Title: Towards trust - how building a sustainable brand image fostered long-term recruitment success for the police service of Northern Ireland ; Number: 2005/28 ; Brand Name: Consensia ; Police Service of Northern Ireland ; Client: Psni/Consensia ; IPA_ProductCoding: Health & Social Services (Emergency services) ; Government Departments (Public service recruitment - armed forces, police etc.) ; Agency: AV Browne Advertising ; Author: Mike Fleming ;