news & Things

‘Join Police To Make A Difference’ Advertising Campaign For 20,000 New Police Officers By 2023

24th Jan 2022

The UK Government has entered the next phase of massive recruitment drive with two new adverts featuring serving police officers already serving their communities airing across TV, cinemas, YouTube, Reddit and more.


The government’s recruitment drive to further protect the public by bolstering its numbers with 20,000 additional police officers entered a new phase on the 10th of January 2022 when it launched a new advertising campaign.


The drive thus far has been successful, as more than 11,000 people have already joined the police as part of the campaign and have helped cut crime by 14% (excluding fraud and computer misuse), removed 16,000 knives and dangerous weapons from the streets and have tackled the scourge of drugs with the closure of over 1,500 county lines.


For the first time, adverts will appear on YouTube and Reddit to engage with a younger audience who may be interested in joining, as well as airing on TV and in cinemas.


Kent Police’s Chief Inspector Matthew Burbeck was part of the team that caught a gang importing millions of pounds of drugs, and Police Constable Lola Giwa from Greater Manchester Police has helped to protect vulnerable people and ensured violent criminals are taken off the streets.

The government is on track to reaching its target of 20,000 new police recruits by 2023, the ads they feature in are all part of a wider, targeted advertising campaign across radio, social media, online, podcasts and digital display banners.

To date, the additional 11, 053 additional officers have contributed to efforts to tackle crime and protect vulnerable people – with bolstered numbers, new units have been able to be set up and support for those who have suffered raped and sexual assault has been increased. They’ve also helped create a more diverse police force, creating greater community support across England and Wales.


“We were treated with respect and compassion, and the officer was persistent and effective, and I thought, ‘yes, I can do the same thing’ and give back to my community and protect the most vulnerable people in society.

We need representation from every background in the police that will help bridge the gap between police and those communities and I encourage people to join. It is actually the best job you can ever think of, and I’m not sugar coating it.”

Police Constable Lola Giwa, Greater Manchester Police


“Every single day police officers change someone’s life and there are not many jobs where you can say that. You never know what is around the corner – in the same day you can go from working on a domestic violence case, to attending a violent incident, to working on a drugs bust.

You are dealing with people who are often having the worst day in their lives, so you develop people skills, as well as technical investigation skills.”

Chief Inspector Matthew Burbeck, Kent Police

The government is enacting its Beating Crime Plan, which is the mission to deliver fewer victims, safer neighbourhoods, and a more secure country – with a particular focus on driving down homicide, serious violence and neighbourhood crime. As part of the plan, the new recruits will play a major part in the delivery of the mission.


“Two years ago, this government made a promise to the public to put 20,000 extra police officers on our streets – and we are delivering on that pledge with an additional 11,053 police officers already recruited.

Officers like PC Giwa and Chief Inspector Burbeck are already out there making a difference – taking drugs off our streets and protecting victims of awful crimes like domestic abuse, while helping to make our communities safer.

As we continue to deliver on that promise to increase police numbers, anyone with a drive and passion to serve their community and fight crime should consider following their example and joining up as part of this new generation of brave police officers.”

Priti Patel, Home Secretary

The work which has already been done across the country will benefit from these extra numbers, as we’ve seen:

a 14% fall in overall crime (excluding fraud and computer misuse) between June 2019 and June 2021

11,053 additional officers hired across England and Wales – 55% of the target of 20,000 extra police officers by March 2023

over 1,500 county lines closed, over 7,400 arrests, £4.3m in drugs seized and more than 4,000 vulnerable people safeguarded, thanks to our investment in shutting down county lines since 2019

Police stop and search confiscating 16,000 knives and other dangerous weapons from the streets last year

Violence Reduction Units reaching 300,000 at risk young people, which have been set up thanks to £105.5 million in funding – also forming part of the £242 million that’s invested since 2019 to zone in on serious violence and homicide hotspots

“This government is fully focused on beating crime and I am proud that these additional officers are helping to keep our families and our communities safe.


The police workforce is changing – more women are now working as officers in England and Wales than ever before and the number of police officers from ethnic minorities is the highest on record – and we want to see police forces becoming even more representative of the communities they serve.

Becoming a police officer requires bravery – most run towards danger as the public flees – and I would encourage others to join the thousands of hard working, committed officers up and down the country who feel passionately about the job they do.”

Kit Malthouse, Minister For Crime And Policing

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