University of Illinois
A reporter went undercover in the
Leicestershire Police Department. She
uncovered an atmosphere of laziness,
unhelpfulness and sexism. Soft core porn
was displayed in stations and officers would
ignore rape call that came in. While on duty
officers would sit in the station and play
cards or play hide and seek with their police
The objective of this campaign is to
show the public that the Leicestershire
Police are still capable of protecting
and serving the public. Faith must be
restored in the police department.
Primary Audience: Residents of Leicestershire
Secondary Audience: All residents of Great Britain
The public must know that the majority of
the police department does not support the
actions of these few officers. The public
must also understand the steps that are
being taken to remedy the situation.
Have the head of the police department issue a public apology
Launch a full scale investigation run by outside organization.
This will improve credibility
Take disciplinary action against offending officers
Develop mandatory training program focusing on sexism and
Run advertisements focusing on individual officers and their
“story.” Find officers that give back to the community to run
stories on. This will help draw people over who already
thought police officers were bad people.
Ads will be run not just in main stream media but in busses
also to target immigrant community.
The public apology must and investigation
must start imediatley
Training should be in place within 6 months
Advertisement production should start right
Campaign should run for 6 months.
Methods of Evaluation
Track reports of police misconduct
Track number of sexual complaints in police
Invite reporters back after a year has
passed to check up and run a follow-up
story. This will be more credible than if we
just told the public it was fixed.
Monthly town hall meetings will be held to
evaluate progress and get public input.
Outside agency running investigation
Reporters allowed in to see results
The advertising campaign will tell the stories
of individual officers who do good things for
This will help eliminate the view that police
officers are bad people in general.
The Flow of Opinion
Advertising will be run on the city busses to
help reach the immigrant community.
Flyers in different languages will also be
distributed to local ethnic markets.
Suggestions for Action
Town hall meeting will be held to address
the concerns of the public. By having high
level officials available to answer questions
and hear about complaints, the public will
feel that they are helping to bring about
change in the police force.