Metropolitan Police Special Constables

Campaign message: "Extraordinary people. Special constables." and "I've gained skills I can use for the rest of my life"

Aim: To recruit volunteer police officers in Greater London.

Launched: September 2007

Campaign description: The campaign focuses on the six main reasons people become Special Constables: "To escape the rat race. To gain new skills. To get job satisfaction. To wear the uniform. To be part of the team. To make a difference" Each reason is illustrated with a case study and 'a first person' message.

Advertising: Posters were placed across the London transport network and in mainline railway stations. Adverts were also placed in local newspapers and on the job pages of free newspapers such as London Lite and Metro. The posters and adverts explain that Special Constables are Volunteer Police Officers and clearly state that it involves "Two unpaid 8-hour shifts a month". The adverts go on to explain exactly what the volunteer opportunity involves. 

Outside agencies involved: Unknown.

Results: Not known yet. Each campaign advert instructs people to call or text and quote the reference number on the poster or advert. This is how the Metropolitan Police are able to evaluate the success of each element and advert used in their campaign.

Contact: Metropolitan Police Marketing and Advertising www.metpolicecareers.co.uk/specials