Problem: The British police service was struggling to find high calibre police constables. There was a particular shortage of applicants from women and ethnic minorities. For every one recruit the police were rejecting 4000 applications.

The task: Create an integrated on and offline campaign to raise the image of the police as a professional career opportunity. To use the internet as an effective way to manage the recruitment process. Drive awareness among women and ethnic minorities. Reduce the number of unsuitable applicants and raise the efficiency of police recruitment. To recruit 6000 suitable applicants within six months.

Solution: A campaign which changes people's perception of the police service. Filtering out unsuitable applicants by challenging people's view of the police as a career. Using well respected figures to appeal to a diverse audience of potential applicants.

Results: A site consistent with the marketing message. Regarded as one of the COI's most successful response-led campaigns. Since its launch in August the site has received an average of over 40,000 page impressions per week. One in three visitors to the site have submitted an Expression of Interest (EOI) form.Approximately one third of all EOI's have come via the site.