The Home Office recruitment campaign for Police Community Support Officers faced difficult challenges. Their role had been derided in by the media as 'plastic policemen'; second-class police with less training and few powers. Research proved that when the public came into contact with PCSOs it created a positive impression, but the public were simply not seeing enough PCSOs to understand the benefits they brought .Our solution was to use communication that would then increase value. We would 'create virtual experiences that bring PCSOs and the community together'. Find out more...

Our brief had two objectives: 1) to raise awareness and understanding amongst the general public of the role of PCSOs and 2) to generate enquiries from potential recruits.