West of England

Case studies

Cop Cards

1.0 Planning

1.1 Objectives

‘Cop Cards’ was an initiative working with school children to help them understand not only who their neighbourhood teams are, but also to educate them about the police, personal and road safety issues. It will work in the form of a sticker album promotion, where the children are given sticker albums and have to fill with the appropriate stickers of their neighbourhood team and other specialist functions.

The Chief Constable of Devon & Cornwall Constabulary and the Chief Superintendent for the South and West Devon Basic Command Unit (BCU) both gave their full support to the implementation of this project. The scheme was piloted in the town of Brixham (pop 20,000) and aimed at the 7 to 11 year olds.

1.2 The Concept

The basic concept of ‘Cop Cards’ is that children aged under 11 years were given a sticker album. The album contained empty ‘sticker’ spaces and the idea was to collect, and stick in their appropriate places, the ‘Cop Cards’.

The ‘Cop Cards’, for this pilot, was photographs of the Neighbourhood Team Police Officers in Brixham. There were also ‘Specialist Cards’. For example the Helicopter, Dogs, Firearms Officer, Police Motorcycle etc, and also ‘Gold’, ‘Silver’, and ‘Bronze’ cards depicting the local Sergeant, Chief Constable, and BCU Commander.

‘Cop Cards’ were collected by children (cards being available from all local officers, including response) and swapped amongst themselves as necessary, in an effort to complete the collection (similar to Premiership Football Card Collections such as the ‘Panini’ Sticker albums).

When the children completed their sticker album, they took it along to their local enquiry office and have their finger print taken. They were also able to register their details for a free prize draw.

1.3 Positive benefits for the neighbourhood teams

Education of Children re Police, Road Safety, and personal safety.
Promoting the neighbourhood teams to local community
Positive publicity for Neighbourhood Teams
An increase in confidence of youngsters to speak to Police
Excellent engagement opportunity with young age group.
Associated engagement with parents and families.

2.0 Implementation

2.1 How it worked

Every participating Officer carried his own ‘Cop Card’ sticker at all times
The ‘Cop Card’ were given to the child on request in answer to a very simple police related question (eg road safety).
The child then stuck the card in the relevant section of their album
When album is complete they were entered into the draw for the VIP tour of HQ
Specialist cards were released two at a time on a monthly basis to maintain interest, their availability were publicised in the schools and in local press.
Selected ‘Specialist Cop Cards’ were also be available from Sponsor outlets.

2.2 Timings

Albums distributed to schools at the start of the autumn term in October 2007.
Press launch coincided with album distribution
Posters advertising the albums and stickers were put up around schools and potential sponsor outlets
First week of each month stickers available advertised in schools and local media.
Cards were completed by December 31st, with media work and schools work to promote the end of the collection to be entered into the draw.
Draw took place end of February.

3.0 Creativity

The idea was created by a police officer who carried out a vast amount of research (documents attached)

4.0 Results

Huge amounts of local, national and international interest (see supporting documentation).
Initiative adopted by other forces and organisations.
Better communications between young people and the police
A more knowledgeable community
Improved image of the constabulary
Parents got involved and started approaching officers for stickers.
Huge media coverage which included press, radio, local TV and national TV.

5.0 Budget

£0 to £100,000

The real cost was £1400 + man time.