North's police service advert reflects Patten

The first few seconds of the television advertisement look like any number of sleek ads.

Two young, fashionable women are walking down the street. The camera pulls back and we see their reflection in a shop window, only this time the women are wearing police uniforms.

The action moves on and includes a young man helping an old lady and a woman comforting a child. In each case the reflections show the same uniform.

The advert is the cornerstone of the recruitment drive for the new Police Service of Northern Ireland.

Its purpose is revealed at the end when the catchline "Towards a true reflection of the whole community" is flashed up, along with details on how potential recruits can access information.

The £750,000 sterling (#1.18 million) campaign began last Friday on television and in the press in Northern Ireland and this weekend it begins in the Republic. "By close of play Monday, we logged 5,500 phone calls to the recruitment line, with 300 of those coming from the South," says Ms Sheila Davidson, the spokeswoman for the Consensia Group, which won the contract for the recruitment drive.

The creative treatments were researched before transmission among groups in east and west Belfast, Derry and Newry. Ms Davidson admits that the general response was that the advertisements were "all right, but wouldn't persuade them to join the new police service".

The Patten report shaped the media plan with its emphasis on inclusiveness, particularly the targeting of the nationalist community, women and ethnic minorities.

The three-and-a-half week campaign will be followed by a second burst early in the summer.

Before that campaign begins, the various media components in the first phase will be evaluated to ensure that all potential recruits from the Republic, the Commonwealth and the UK have been reached. Depending on the results the media plan will change accordingly.

Account moves this week include Finches, which moves to Owens DDB from Young & Rubicom. The three-way pitch also included DDFH&B. The Green Isle Food Group has moved Donegal Catch to Young Advertising after a four-way pitch between Young, CDP, Bates and Dimension.