Police Service of Northern Ireland - Towards Trust: How building a sustainable brand image fostered long term recruitment success for the Police Service of Northern Ireland.

Following the Patten Report's recommendation of a new police service for Northern Ireland, the challenge was to set in train a process which would change perceptions of the province's policing service and secure a half-Catholic/half-Protestant recruitment profile over the next ten years.
Agency: AV Browne Advertising and Consenia

Police Service of Northern Ireland – Towards Trust: How Building a Sustainable Brand Image Fostered Long Term Recruitment Success for the Police Service of Northern Ireland

EXECUTIVE SUMMARY

In a society as segregated as Northern Ireland, old habits die hard. So when the Patten Report recommended a new police service for the province to replace the largely Protestant RUC, verbal attacks on the contentious new service came from both sides of the political divide. Protestants/Loyalists saw it as a sell-out; Catholics/Republicans felt it was too little, too late.

The challenge facing the new...

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