The campaign is being managed through COI Communications on behalf of the Home Office. It explores the main reasons that people would want to give up their free time to be a Special Constable, even though the job is unpaid and in addition to their day jobs.
One of the executions asks: "Being a Special Constable. What's in it for you?" The answers it gives are "A safe community. Improved people skills. Self discovery" and features images from the television commercial.
The ads appear as banners, skyscrapers, pop-ups and overlays on sites including My Village, This is London and regional online radio stations. Media is through i-level and the campaign was art directed by Profero senior designer Paul Beacham and written by Chris Baylis, creative communications director.
Allan Carruthers, Home Office publicity manager, said: "Profero's work highlights the challenges and the rewards of being a Special and provides a motivating reason for someone to take the next step."
The television campaign was created by M&C Saatchi.
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