Police Recruitment - How thinking negatively ended the negative thinking

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.
Agency: M & C SaatchiAuthor: Richard Storey

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The Home Office (Police Recruitment)

How Thinking Negatively Ended the Negative Thinking

Counter-Intuition

This paper charts the transformational effects of two words I couldn't.

Previous IPA Effectiveness papers demonstrate that advertising can effectively stimulate recruitment. (1) Beyond showing that police recruitment advertising works, this paper specifically examines howit works.

While most advertising encourages and persuades, this campaign set out to actively discourage and dissuade. This negative approach works counter-intuitively, producing positive effects that are especially powerful and...

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