The Metropolitan Police has launched a new campaign to highlight the benefits of its Safer Neighbourhoods local policing initiative .
The ads were created by Miles Calcraft Briginshaw Duffy. They aim to highlight the difference that local policing teams, which are composed of up to six police and community support officers, make to an area.
The print campaign, breaking this week, targets all Londoners, particularly those who live in areas where the teams already operate. Four executions show a variety of local problems such as graffiti, noisy neighbours and anti-social behaviour. The ads give a website address to encourage local people to look for information and consult their local policing teams.
A radio ad will also invite listeners to “spot the difference” between two clips. It aims to show the impact of having more officers on the street.
The media planning and buying is through MediaCom.