As it aims to develop stronger public relations with the public and encourage officers to talk more to people, Merseyside Police has tasked Origin to develop an internal communications campaign.

The agency has devised an integrated range of online and offline materials to meet its brief, such as video, screen savers, flyers and ambient materials including stickers, using the banner ‘Just Talk’, to build enthusiasm for engagement between public and police.

Jayne Pugh, who oversees the Merseyside Police's Communications division, explained: "The strategy is to create a movement in Merseyside Police rather than a campaign. The importance of talking and the power of being polite have been promoted using video, direct communication leaders briefings, posters, cartoons and the intranet. This has encouraged the concept of volunteering and become better at engaging with the public rather than a direct approach through advertising style marketing.  Through the use of the Chief and identified champions who we know are already switched on to talking, we have created interest rather than forcing a message on officers and staff."

Mark Bottomley, managing director of Origin, added: "Just Talk aims to change police officers' behaviour so that it becomes normal practice to talk with people whilst out on the street.  This will help a more positive relationship, helping building confidence amongst the public and increasing job satisfaction amongst officers.  Just Talk has been developed as a simple and easy to understand approach that provokes a positive response amongst everyone who works at Merseyside Police.  By creating an integrated programme, we have developed a more persuasive solution to this challenge."