Agency: A V Browne Advertising | Authors: Mike Fleming, Sam McIlveen and Kathryn Marshall |
Police Service of Northern Ireland – The changing face of the PSNI
EXECUTIVE SUMMARY
This case study examines how advertising and carefully planned strategic media placement, increased the number of applications from people, ethnic minority communities to the Police Service of Northern Ireland by 79% in a period of two years.
The campaign itself was not only successful from a recruitment perspective, but it also helped to voice the message that will drive confidence amongst all sections of the community and advance the progression...