Background and Objectives

The key objective of the project was to inspire young Black and Asian people within the Thames Valley catchments to assume leadership and a sense of social responsibility by considering joining Thames Valley Police (TVP)

Strategy and Execution

Thames Valley Diversity campaign was launched at the Zee Carnival 2009 in February 2009 which was attended by more than 35,000 people from various BAME backgrounds, 60% comprising of an audience of younger age profile. The event was a 3 day extravaganza which generated leads of over 600 prospects for Thames Valley Police and PR coverage on various broadcast and print media.

• On-site candidate registration at Zee Carnival, Community Centres and Shopping Centres
• Hundreds of leads have been generated, driving traffic to Recruitment Open Days
• Activities have yielded candidates information on lead cards, as well as telephone calls and web queries from information taken away by both candidates and their influencers.

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