Police Service of Northern Ireland: Police Recruitment Northern Ireland
Recruitment campaign for the new Police Service of Northern Ireland, following the Patten report. Objective: to raise the recruitment of Catholics from 8% to 50% over ten years. To make the entire population think differently about the police service and attract high quality applicants from both sides. The strategy focussed on 'transforming Northern Ireland policing' and encouraged inclusivity and participation. Media: TV, press, outdoor. Evaluation: over 35% applications from Catholics (previously 8%) and 41% from women (previously 11%). All this achieved against a negative political atmosphere. Long-term promise is considerable - second recruitment drive 8 months later led to 39% of applications from Catholics.