Join the police to make a difference in new recruitment drive

The government’s successful drive to protect the public by recruiting 20,000 additional police officers enters a new phase this week with the launch of a new advertising campaign.

More than 11,000 people have already joined the police as part of the recruitment drive, helping to cut crime by 14% (excluding fraud and computer misuse), remove 16,000 knives and dangerous weapons from the streets and tackle the scourge of drugs with the closure of over 1,500 county lines.

Two new adverts, featuring two serving police officers from different backgrounds already protecting their communities,  will air on TV and in cinemas and, for the first time, on YouTube and Reddit to target a younger and more engaged audience.

The campaign was created by FCB Inferno for the Home Office, and the production company Stink. The films were directed by Tom Green, best known for Channel 4’s BAFTA award-winning MISFITS as well as projects for Oxfam and Save the Children. 

Chief Inspector Matthew Burbeck from Kent Police was part of the team that caught a gang importing millions of pounds of drugs, while Police Constable Lola Giwa from Greater Manchester Police has helped to protect vulnerable people and make sure violent criminals are put behind bars. 

With the government on track to meet its target of recruiting 20,000 more officers by 2023, the ads in which they feature form part of a wider advertising campaign across radio, social media, online, podcasts and digital display banners.

The 11,053 additional officers to date have enabled police forces to set up new units tackling crime and protecting vulnerable people – including supporting those who have suffered rape and sexual assault. They have also helped create the most diverse police force in history, which is more able to effectively serve communities across England and Wales.

PC Giwa was inspired to join the force after being impressed with the way the police helped her son who was being bullied at school. She said: “We were treated with respect and compassion, and the officer was persistent and effective, and I thought, ‘yes, I can do the same thing’ and give back to my community and protect the most vulnerable people in society.

"We need representation from every background in the police that will help bridge the gap between police and those communities and I encourage people to join. It is actually the best job you can ever think of, and I'm not sugar coating it.”