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EVALUATION OF POLICE WEEK CAMPAIGNS

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October, 1996

XVALUATION OF POLICE WEEK CAMPAIGNS

Prepared for: Solicitor General Canada RCMP

Prepared by: EDUCON Marketing & Research Systems Sandra Gail 'Aker Toronto. Ontario

TABLE OF CONTENTS

ACKNOWLEDGEMENTS ii

1.0 CHAPTER ONE - INTRODUCTION

1.1 BACKGROUND 1 1.2 ABOUT THE EVALUATION 4 1.3 STUDY LIMITATIONS 5 1.4 ORGANISATION OF THE REPORT 5

2.0 CHAPTER TWO - ABOUT THE MAIL-OUT SURVEY

2.1 THE SAMPLE 7 2.2 SUMMARY 7 2.3 REGIONAL FINDINGS 9

3.0 CHAPTER THREE - ABOUT THE TELEPHONE SURVEY

3.1 THE SAMPLE 21 3.2 SUMMARY 21 3.3 REGIONAL FINDINGS 23 3.4 INTERVIEWS WITH COMMUNITY PARTNERS 31

4.0 CHAPTER FOUR - MEDIA AND LITERATURE REVIEW

4.1 SUMMARY 34

5.0 CHAPTER FIVE: WHERE DO WE GO FROM HERE?

5.1 CONCLUSIONS 36 5.2 RECOMMENDATIONS 37

APPENDICES

A: LIST OF THEMES 47 B: RESEARCH DESIGN AND METHODOLOGY 48 C: MEDIA AND LI l'ERATURE REVIEW CONTENT ANALYSIS 53 D: LIST OF PARTICIPANTS 70 E: REFERENCES 72

ACKNOWLEDGEMENTS

I want to thank the Solicitor General Canada and the RCMP for funding this project.

I wish to acknowledge my colleague Mr. Ronald Piers of R.E.P.C.O. Investigations for conducting the telephone survey and providing suggestions at various points in the study. I also wish to thank my research team, Mr. Jason Walker for conducting an analysis and summary of the literature and media reviews, transcribing the telephone and mail-out open-ended survey questions into a format conducive to analysis, and the SPSS-PC data compilation; and to Jennifer Wilson for assisting with the data compilation. Their assistance was essential to the completion of this project.

In addition, the following people have provided advice, assistance and guidance at various stages of the project.

• Mrs. Colleen Wetmore and Mr. Chris Damico, Solicitor General Canada • Mme. Lise Lamontagne, Ms. Brenda Smith and Sgt. Lew Penney, RCMP • The members of the Evaluation Advisory Committee:

• Insp. Peter Copple, Calgary Police Service • Cst. Greg Peters, Ottawa, RCMP • S/Sgt. Terry Nicholls, Orillia, OPP • S/Sgt. Ross Fisher, Surrey, RCMP

A special thanks to the other individuals who participated in the interviews, telephone survey and returned the mail-out surveys.

Thank you

A list of the participants is contained in Appendix D.

II

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CHAPTER ONE: INTRODUCTION

1.1 BACKGROUND

"National Police Week reminds us each year that police-community co-operation is the key to safe homes and safe streets for Canadians."

Herb Gray Solicitor General of Canada

• The Original Mandate

Police Week was first established in 1970 to build public awareness of policing in Canada and to emphasise the need for the police and community to work together. It originated as a result of collaboration between the then Solicitor General of Canada and his provincial counterparts and was sponsored by both the Canadian Association of Chiefs of Police (CACP) and the Royal Canadian Mounted Police (RCMP).

Police Week was originally designed to coincide with the internationally recognised Peace Officer Memorial Day which falls on May 15fit each year. In general, the week in which this day falls continues to be recognised across Canada as Police Week, except for Quebec which celebrates one week earlier. However, in some parts of the country the activities are celebrated in the Fall.

• The Management of Police Week

The administration of Police Week was originally handled by a Steering Committee with membership from the RCMP, CACP and the Solicitor General's Secretariat. The RCMP assumed responsibility for dealing with the various logistics of Police Week, which included the planning, preparation, handling and distribution of all materials to the various police agencies and detachments across the country. The RCMP also acts as chair to the Steering Committee.

• Funding

Armual funding was provided by both the RCMP and the Department of the Solicitor General to develop materials that were distributed across the country to police agencies and RCMP detachments. The budget for each year's activities, which gradually increased to a high of $150,000 during the early 1980s, was determined by the costs associated with the promotional materials to be used in any one year. As a result, each year's expenditures were never known until after the committee had set the theme and decided how they wanted to promote it. Resources were then assigned by both funding partners to pay for the various promotional and educational materials, such as videos, posters, pamphlets, pins, and the like.

Over the last decade, given the restraints on government spending, the annual costs have been reducing to levels in the $15,000 to $30,000 range. This reduction is further reflected in the variety of promotional materials developed. For example, the last two years, 1995 and 1996, have limited those materials to the production and dissemination of a poster. This evaluation was also covered by the 1996 funding budget.

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• The Goals of Police Week

Police Week has been governed byfour specific goals since its inception, they include:

1. To act as a vehicle in which to reinforce ties with the community;

2. To honour police officers for the public safety and security they provide to their communities;

3. To promote the work the police do in their communities; and,

4. To inform the community about the police role in public safety and security.

These goals have served not only as a guide for the development of local activities, but have provided a structure out of which annual themes could evolve and be promoted.

• The Selection of Annual Themes

Since its inception, the Steering Committee overseeing Police Week has set an annual theme to focus the development of promotional materials distributed across the country. This theme became the backdrop against which individual police agencies and detachments could develop various activities and events within their communities. There have been a total of twenty-six themes to date, which have tended to fall into one of three general categories:

• those which promote police and community partnerships;

• those which are single issue focused, such as youth, victimisation, vandalism and substance abuse; and,

• those which reflect the international year themes set annually by the United Nations (e.g., International Year of the Family; Indigenous People; etc.).

A chronology of Police Week themes can be found in Appendix A.

The use of a theme to promote Police Week has proven to be controversial at times. For example, single issue themes were sometimes seen as too negative and promoting negative aspects of Canadian society (e.g., child abuse; elder abuse). Some of the international themes were viewed as inappropriate for some communities, particularly when the group being recognised was not represented in a community (e.g., aboriginals). Examples such as these have prompted the call from some circles to stop setting themes and to allow police agencies to promote issues relevant to their particular community. In this way, displays, events and activities can highlight local concerns which are meaningful to the citizenry. More recently, the strong impetus towards a community policing model of service delivery has prompted some police officials to argue that the police/community partnership themes are basically redundant and do not promote anything special beyond what is already being done throughout the year.

• The Current Police Week Steering Committee

Police Week is currently overseen by a Steering Committee representing the RCMP, Federal Solicitor General Secretariat, Canadian Association of Chiefs of Police (CACP), the Canadian Police Association

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(CPA), and the Ontario Ministry of the Solicitor General and Corrections. This committee meets to set the theme and decide on what supporting promotional materials will be developed.

The RCMP continues in its role of administering the logistics of Police Week, as well as sharing in the funding with the Solicitor General's Department. Both the CACP and CPA endorse the annual theme. The Ontario Ministry of the Solicitor General and Corrections also actively promotes the week across the province and undertakes the distribution of each year's materials to all OPP detachments.

In addition to the department's financial support, the Solicitor General of Canada arranges a formal proclamation in the House of Commons and encourages participation by all Canadians in Police Week. A press release announcing the year's theme is also prepared and distributed to the media.

• A Time for Review

Police Week has never undergone a formal evaluation during its twenty-six years of existence. As a result, the Police Week Steering Committee felt it was important to evaluate the present use of Police Week in Canada and provide recommendations for future direction.

In researching the background for the study, the contractor came to recognise that a number of realities relevant to this review.

1. Resources in support of the national aspect of Police Week have been shrinking over the last several years, which has limited the variety of promotional materials that could be produced annually.

2. Feedback from the police had prompted the need to examine the type of annual theme which best represented the goals of Police Week.

3. The type and amount of media support for Police Week, at both the national and local level, appeared to be declining and warranted review.

4. The question of linking Police Week to Canada's Peace Officer Memorial Day, held the last week-end of September instead of the International Peace Officer Memorial Day. Some Police Services are already doing this informally.

5. Police Week activities tended to be celebrated at two times of the year, Spring and Fall, depending on which season was more conducive to attracting the attention and participation of a community. This was particularly an issue for farmers on the Prairies who were busy with seeding in the Spring and not available to take advantage of the traditional May week.

6. Canada, over the years, has had three annual events with a strong police component, Peace Officer Memorial Day, Police Week and Crime Prevention Week. The former two events held in May are recognised as National events while the latter event held in November is recognised at a provincial level. Police Week and Crime Prevention Week have been viewed some police representatives as overlapping in some ways, and some have tended to put more of a Police Week-spin on the activities associated with Crime Prevention Week in November, than in May.

Taken together, these factors support the need for an evaluation in setting the direction for Police Week. It is hoped that this will allow for not only a greater value for the resources being expended but also a greater, overall impact on the public's perception of the policing profession.

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Toward these ends, this study was commissioned to answer among others, a number of key research questions:

I. Is there value in continuing Police Week? If so, in its current format? If not, what options exist for re-modelling the approach?

2. To what extent have the themes and supporting promotional materials contributed to a better understanding of the goals of Police Week?

3. What role has the media played in promoting Police Week, and where can that role be enhanced?

4. Is their value in creating some kind of relationship between Peace O fficer Memorial Day and Police Week (recognising that Memorial Day includes Correctional Officers as well)?

5. VVhat time of the year is best suited to ensure national participation in Police Week?

6. Police Week has been traditionally planned and co-ordinated from Ottawa; is there merit in expanding participation in the planning to include all regions of the country?

7. What alternatives to funding should be pursued given the reality that government resources are not expected to increase? Furthermore, if Police Week is intended to promote and strengthen relationships with the community, is there not a link with corporate/community sponsorship which needs to be explored?

8. Are the current goals of Police Week being achieved through the various activities at both the national and local level?

The following chapters will address these questions and others, utilising the various findings from the data sources used in the study.

1.2 ABOUT THE EVALUATION

• The overall goal of the evaluation was to:

Make recommendations to assist the Steering Committee to define the future direction, content and overall message of 'Police Week' .

• Goals and Objectives

This evaluation was further guided by the 'Police Week Campaign' goals mentioned in Section 1.1 and the following objectives:

a) to involve communities in positive, action oriented activities which educate and increase awareness about the role of the police; and

b) to establish understanding and positive, pro-active relationships with the community, with an emphasis on police/community relations and partnerships.

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• Scope of the evaluation

This evaluation focused on Police Week Steering Committee Members; police; community partners; document and literature reviews; and, media searches of national and local newspapers and television programs as sources of information. Based on personal and telephone interviews, computer searches, document reviews, and a mail-out survey, it looks at:

the nature and evolution of the Police Week campaigns (1970 - 1996); Canadian print and television reports on Police Week campaigns (1994 - 1996, inclusive) to identify the role played by the media in police-community relations; the need, utility, and function of 'Police Week' (e.g., suitability of themes, media attention, and the need for support materials); the commonalties and differences of 'Police Week' delivery; the rationale for differences and alternative courses of action; and, the nature and extent of the proactive relationships and partnerships, if any, existing between the police and the community.

Details as to the study design and methodology can be found in Appendix B.

1.3 STUDY LIMITATIONS

The document review of RCMP files on 'Police Week' was not completed as originally planned because the files prior to 1995 had been destroyed. Furthermore, the Solicitor General 'Police Week' files from 1970 to 1980, and 1989 to 1991 were also missing. Nevertheless, a complete review was made of the 1981 to 1988 and 1992 to 1996 files. Based on the available recorded information and the personal interviews, both past and present there was sufficient information to more than adequately provide a retrospective analysis of 'Police Week'.

1.4 ORGANISATION OF THE REPORT

Chanter Two, About the Mail-Out Survey, contains five sections based on the results of a total of 116 police agencies filling out a survey which addressed: (a) the value of continuing Police Week in its present form; (b) effectiveness of previous assessments; (c) comments about the campaign themes; (d) comments about the campaign materials; and, (e) honouring our police officers. The findings are reported in general and any statistically significant differences are reported by agency, region and size of community grouping size were relevant. See Appendix B .for definitions of terms.

Chanter Three, About the Telephone Survey, contains six sections based on the results of thirty-nine phone interviews with (a) representatives from a sample of police agencies across Canada; (b) CPA and Provincial Association representatives; and, (c) community partners working with police on Police Week activities from across Canada. The sections include: (a) the value of continuing Police Week in its present form; (b) effectiveness of previous assessments; (c) comments about the campaign themes; (d) comments

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about the campaign materials; (e) honouring our police officers; and, (f) interviews with community partners.

Chapter Four, Literature and Media Review, contains a descriptive analysis of literature and media searches covering the year of article, source and summary of the content pertaining to Police Week (from 1993 to 1996, inclusive) gleaned fi-om: (a) a computer document review of relevant jou rnals and abstracts; (b) an internet review; and (c) a comprehensive media search of national and local newspapers and television programs. A further twenty local newspapers were faxed requesting if their paper had run any articles specific to Police Week during the month of May - 1995 or 1996. A detailed content analysis is contained in Appendix C.

Chanter Five, Where do we go from here? links pertinent aspects of the retrospective document review, media and literature analysis with the salient features from the mail-out and telephone survey data analysis, resulting in a series of conclusions and recommendations.

CHAPTER TWO: NATIONAL POLICE MAIL-OUT SURVEY

2.1 SAMPLE SELECTIONS AND RESPONSE RATES

A total of 200 police agencies were selected to receive the mail-out survey. The methodology section described in Appendix B shows the distribution of those agencies selected to receive the survey by size of municipality (community grouping) and region. A total of 116 agencies, or 58% of the sample, responded by filling out a survey. The response rate was representative of the municipalities and regions across the country, therefore, inferences can be drawn from the findings to reflect a National perspective. According to Jackson (1988) Rules for Survey Design and Analysis, a response rate of 28% or greater for a mail-out survey is considered representative. The response rates by the size of municipality, agency and region are found in Appendix B. The findings will be reported in general and any statistically significant differences (Chi-square p= <0.05) will be reported by agency, region and community grouping where relevant.

2.2 SUNIMARY

Perceptions regarding the value and effectiveness of Police Week were diverse in nature, as gathered from the 116 surveys that were received. Slightly over half of the respondents stated that there was definite value in continuing Police Week in its present form. Those who did not see value in continuing Police Week in its present form did, however, see value in the program concepts but modifications were deemed necessary for Police Week to have any measurable success. A higher degree of commitment and exposure at all levels was considered essential, with greater co-ordination between agencies being cited as a valuable tool for effective presentation, achieving greater public exposure, as well as helping to defray costs at a time when budgets are constantly shrinking. It was a common belief that for Police Week to continue to exist and be successful extensive promotion and marketing needed to take place. The public needed to be made aware of what Police Week encompasses and how they can become involved.

A majority of respondents indicated that their respective departments had participated in Police Week activities between 1994 and 1996. Although participation was high, very few respondents indicated that they had been involved in any way with the development of campaign themes or materials. Furthermore, only a minority of respondents indicated that they desired to be involved with this development process. This is not to say that a broad base of input wasn't called for, only that certain departments were unwilling or unable to allocate further funding and human resources to this process. The CPA, CACP, and various provincial associations were considered the best vehicles for collecting regional input due to their extensive memberships and existing channels of communication.

When asked whether the campaign themes of the last three years had been appropriate to promote the objectives of Police Week, it was reported that the campaigns in 1995 and 1996 were considered more successful than 1994's initiative. Most respondents indicated that the themes effectively addressed the goals of Police Week, specifically through the development of partnerships with members of the business community and general public. One respondent stated that the themes, "...have contributed to an increasing positive attitude towards police". Changing public perceptions was considered a positive side affect of such initiatives as Police Week, but very few respondents believed that Police Week alone was responsible for this change. A minority of respondents stated that the adoption of Community Based

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Policing initiatives had made the themes and activities of Police Week initiatives seem redundant and unnecessary. Furthermore, a majority of respondents stated that the campaign themes should focus more specifically on the policing profession and the crime and public safety issues which these communities face. It was clear that themes which promoted Community Based Policing initiatives and philosophies were considered the most effective and appropriate.

Police Week was seen as providing an excellent opportunity for police agencies to partner with other enforcement agencies, the business community, and the general public. Police Week events were often the results of a co-ordinated effort whose development, promotion, and administration often was shared by a wide variety of government and community agencies and businesses. Promotion of Police Week was considered a shared responsibility of all levels of government, the police, and the communities themselves.

It was clear from all of the respondents that much of the success of Police Week is determined by the degree of media involvement. A majority of respondents indicated that the media had actively promoted Police Week in their communities. This involvement ranged from announcements in local newspapers and radio to documentaries and interviews aired on national television. The media was considered the single most important and effective vehicle for the dissemination of information to the public. Ninety-four percent of the agencies thought there should be media involvement at the national level as a means to increase awareness of Police Week themes and activities. This would be made possible through well timed Public Service Announcements, advertisement campaigns, videos, and documentaries. It was also widely stated that Police Week needed to be presented in a more "media friendly" fashion, marketing the event, "as a human interest, not a news story". Some respondents indicated that there was a need for a "nationally co-ordinated event that would attract national media attention". It was suggested that this could be accomplished through the organisation of a series of "kick off" events which would take place simultaneously in Ottawa and police stations across Canada.

Faced with the restrictions imposed during times of budgetary restraint, corporate sponsorship was identified as a viable avenue for police agencies to seek promotion and funding for Police Week initiatives. Sponsorship was seen as a means of legitimising Police Week in the communities through the promotion of police initiatives by a member of the private sector, a departure from the tradition of the police promoting themselves. Despite the obvious financial benefits involved with corporate sponsorship, some respondents emphasised the importance of approaching this potential resource with caution, targeting sponsors whose goals and objectives are complementary with those of the policing profession.

In general, over the last three years the majority of the agencies had received the Police Week campaign materials. Problems arose with regards to the amount of lead time provided between receiving materials and the actual campaign dates. More than half of the respondents had indicated that materials had been received too late to be of any use or, in some cases, the materials were received during or after the scheduled week. This was considered a major fault with the campaign which needed to be addressed if thematic continuity was to be maintained across the country.

There was a recognition by respondents that changes were necessary with regards to the materials that were distributed to be used in accordance with Police Week. It was commonly stated that a poster was not an effective tool on its own, a wider variety of materials needed to be distributed to attract the interest of the public. There was recognition that "something new" was needed, but requests typically centred on traditional items such as videos, colouring books, pencils, rulers, key chains, etc. Again,

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emphasis was put on promotion and marketing techniques over the distribution of materials. It was stated that, "the problems don't lie with the poster but with the need for publicity and the lack of marketing".

A wide variety of venues were utilised as distribution points for materials and information relevant to Police Week. The high visibility afforded by shopping malls made them a common choice for the sites of Police Week displays and activities. Police Week was also utilised as an excellent opportunity for members to visit schools and distribute information relevant to the year's theme. Targeting school aged youth was a common priority with numerous campaign initiatives. Open houses were also popular means of disseminating information to the public. These events usually generated a great deal of support and interest from the community, providing the police with an opportunity to demonstrate a variety of skills, equipment, and techniques which are available.

The recognition of the service that police officers provide to the community was often overlooked in Police Week activities. 86% of respondents stated that nothing was being done in their communities to honour members for their contributions to public safety. Police Week was generally considered a forum for reinforcing Community Based Policing philosophies and strengthening ties with the general public. Recognition for police service primarily came in the form of public recognition by the local media, proclamations by local politicians, luncheons organised by service clubs, and awards presented by community groups for exemplary work and long service.

2.3 REGIONAL FINDINGS

1. THE VALUE OF CONTINUING POLICE WEEK IN ITS PRESENT FORM

• YES 51% • NO 21% • DON'T KNOW 28%

Of those responding 'YES', there were statistically significant differences by region. For example, the Maritime and Ontario regions were most in favour of continuing at 78% and 67%, respectively; while the Prairie, B.C. and Quebec regions were less in favour, responding 53%, 35%, and 18%, respectively. There were no significant differences by agency or community grouping.

• Are there innovative ways in which Police Week can be improved?

ANECDOTAL COMMENTS

• " Develop educational seminars in each province sponsored by CPC and hosted by the police academies in each province to enhance the themes. A summary could be published, potentially by corporate sponsors."

• "More police agencies/detachments should synchronise their activities. This accomplishes two things: different police agencies work together to promote the themes, and citizens have the opportunity to speak to all the agencies in one location."

• "The development of news stories, commercials, and documentaries on the profession could be useful." • " Emphasise stories in which community participation assisted in solving the crime. Police don't solve crime on their

own."

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14% 86%

• " Combine Police Week, Crime Prevention and Memorial Day. The national focus already given to Memorial Day would bring a greater focus."

• "The date of the campaign should be changed, preferably to the fall." • "Police Week needs more national and provincial exposure by the media." • "Do a mock disaster plan as part of Police Week and include other safety and security pa rtners (e.g., fire, ambulance,

power, search and rescue)." • "Police Week is about policing therefore, implementation should not be left to one section (e.g., crime prevention), all

the department should be involved." • " What must be improved upon is the timely distribution of the materials so preparation can be completed." • "Police Week must be emphasised in the context of community policing." • " There needs to be broader input into the themes and promotional materials, it is the field who ultimately decides to

use or not to use the materials." • "More partnering needs to occur at local community and corporate levels." • " Write articles in journals and bulletins to increase awareness and interest." • " There is value in having a broad base of input into the development of the themes."

2. HAD AGENCIES CONDUCTED AN ASSESSMENT ABOUT THE EFFECTIVENESS OF POLICE WEEK?

• YES • NO

Of those responding 'YES', MUNICIPAL agencies repo rted the highest percentage for conducting an assessment of Police Week at 30%, compared to OPP and RCMP at 8% and 7%, respectively. Regional differences were also evident, for example, Quebec and Ontario reported the hig,hest percentages at 36% and 24%, respectively, compared with Maritime, B.C. and the Prairie regions at 11%, 7% and 6%, respectively.

ANECDOTAL COMMENTS

• "Police Week definitely complements existing programs and reinforced concepts already in place." • " Activities are supplemented by joint activities with the other police agencies." • " It is obvious we are successful from the support \ve receive from the participants and the response from the

community." • " There is overlap between Police Week and other existing crime prevention programs." • " Success is measured by the number of people who attend our displays." • "Police Week supplements school-based programs." • "For the most part, the public is not responding favourably to our attempts to promote Police Week." • "Police Week has complemented the Drug Awareness Week activities, Business and Rural Crime Watch programs, and

supplemented the PACE program." • " Citizens on Patrol was aided by Police Week initiatives." • "The campaign duplicated and overlapped with Ident-a-Kid and Childfind programs."

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3. ABOUT THE CAMPAIGNS

• Recognition

• 94% of the police agencies recognised Police Week 'during the month of May' • 3% of the police agencies recognised it during 'another month' of the year • 3% of the police agencies 'did not recognise' Police Week at all

Agency differences were evident for both the 'another month' and 'no recognition' categories. The RCMP and MUNICIPAL agencies reported 2% and 5%, respectively, for choosing 'another month' to recognise Police Week; and the RCMP and MUNICIPAL agencies reported 3% and 5%, respectively for `not recognising' Police Week at all.

Regional differences were also evident for these two categories. For example, the Prairies reported that 8% of the agencies chose 'another month' to recognise Police Week and both BC and the Prairies reported 3% and 8%, respectively, for 'not recognising' Police Week at all. There were no statistically significant differences by the size of the community grouping.

• Involvement in campaigns

• 1996 campaign 75% reported YES

In 1996, there were statistically significant differences by region, with Ontario and the Maritimes reporting the highest percentage of involvement at 93% and 100%, respectively. The other regions averaged at 63% involvement.

• 1995 campaign 79% reported YES • 1994 campaign 79% reported YES

There were no significant differences for 1994 and 1995 by agency, region or community grouping.

• Would the agencies like to have had input into the development of the campaign themes?

YES NO DID • 1996 campaign 39% 54% 7%

• 1995 campaign 38% 55% 7%

• 1994 campaign 32% 61% 7%

The majority of the agencies did not want input into developing the campaign themes. Of those responding 'YES' for the 1996 campaign, there were significant differences by agency and community grouping. MUNICIPAL agencies responded the highest for wanting input at 64%, compared to the RCMP and the OPP at 31% and 17%, respectively. Furthermore, the larger the municipality, the greater the desire for input (e.g., in municipalities of 50,000 to 500,000 and above, it ranged from 40% to 80%; while agencies in municipalities of 10,000 and below averaged at 28%).

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56% 44%

45% 55%

Of those agencies responding that they `DID' have input into the 1996 campaign, the OPP reported the most input at 17%, followed by MUNICIPAL and RCMP at 8% and 5%, respectively. The responses by agency, region and community grouping were comparable for the three years.

• Is there value for 'Police Week' to have a broad base of input into the development of the annual themes?

• YES • NO

Only by a slight majority were the agencies in agreement on the value of a broad base of input into the development of the annual themes. There were no significant differences by agency, region or community grouping. The following ideas reflect how a broad base of input could be accomplished.

ANECDOTAL COMMENTS

• "The Steering Committee could request themes prior to campaign dates through provincial representatives." • "Utilise fax machines." • " Through consultation with CPA, CACP and Provincial Associations." • " Broader opportunities for input and better recognition of forces across the country on the themes, poster, etc.." • " Distribute a survey with four or five themes." • " Randomly select those police agencies which showed interest in the development of Police Week for possible themes." • "The campaign needs to reflect regional issues." • "The Internet could be used to solicit suggestions."

• Were the goals and objectives of the campaigns ever communicated to you?

• YES • NO

There were no significant differences by agency, region or community grouping.

Respondents indicated that this information was received via the following means:

• Solicitor General Canada and CACP • Ontario Ministry of the Solicitor General and Correctional Services • Québec Ministry of Public Security and Prevention • Police Management • A Police Week Information Kit was provided by the Community Services Co-ordinator for the region. • National and/or Divisional Headquarters

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• Were the campaign themes appropriate?

YES NO • 1996 campaign (Partnership with the community) 85% 15% • 1995 campaign (Working together as a community) 86% 14% • 1994 campaign (International year of the family) 63% 37%

When asked whether the campaign themes of the last three years had been appropriate to promote the goals of Police Week, it was reported that the last two campaign themes had been more successful than the 1994 campaign.

Agency differences were clearly evident. In 1996, the RCMP and the OPP reported the most agreement at 96% and 91%, respectively, while MUNICIPAL and SQ reported 68% and 50%, respectively. Views about the appropriateness of the 1995 campaign were more diverse, with RCMP reporting 98%, MUNICIPAL and OPP at 73% and SQ at 50%.

Significant regional differences were evident about the appropriateness of all three campaigns. The following Table represents the 'YES' response distribution by region.

CAMPAIGN BC Prairies Ontario Quebec Maritimes 1996 93% 94% 83% 36% 100% 1995 93% 97% 83% 36% 100% 1994 56% 84% 62% 37% 50%

• How have the campaign themes promoted the Police Week goals?

ANECDOTAL COMMENTS

• " They are very general which allows communities to direct them in almost any direction." • "The themes have promoted better communication and co-operation with the community and provided the opportunity

to disseminate information." • "The themes are complimentary to community and problem solving initiatives." • "The 1996 theme was redundant... We have been working on this angle for ten years or more." • " They have promoted partnerships with the community." • " They have contributed to an increasing positive attitude towards police." • "There was a lack of interest in the 1994 theme."

• Did interaction between the community and the police improve?

When asked whether interaction between the community and the police improved as a result of these three campaigns, 59% said 'YES' and 41% said 'NO'. There were no statistically significant differences by agency, region or community grouping. The majority of the agencies reported that the campaigns did not address the cultural diversity of their communities.

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ANECDOTAL COMMENTS

• " There has been no noticeable difference." • " It provided a catalyst for public contact and communication. The police are seen as being more open and interested in

working with others." • " It provides an opportunity to demystify police work and enhance our connections with the community." • " We spealc to alot more children and youth than we used too." • " We used minority police officers and volunteers to help staff the mall displays." • " There has been a more enthusiastic response to Community Policing Committees, Block Parents, Citizens on Patrol,

and Community Advisory Committees." • " We work closely with all aspects of the community, themes do not bring us closer to any special part of our

community." • " Relationships were already good." • "Police Week gets lost in the shuffle with all the other celebrated weeks (e.g., Fire Prevention, Bike Safety Week, etc.).

We need to become more innovative in our promotion." • " We hosted the Court of Canadian Citizenship at the police station." • "Cultural diversity is not addressed as well as it could be."

• Did co-ordination increase among community agencies/businesses?

When asked whether co-ordination among community agencies/businesses had increased as a result of these three campaigns, 42% said 'YES' and 58% said 'NO'. There were no statistically significant differences by agency, region or community grouping.

ANECDOTAL COMMENTS

• "There is no evidence of any change." • "The police have improved their image as listeners in the community." • " There is a greater understanding as to the role perceptions play in interaction." • "Police Week has grown steadily in our community. When it was first introduced we had 10-15 agencies that were

involved, now we have over 70. Obviously, the public exposure and our proactive solicitation has encouraged participation."

• "Co-ordination between the police and the service clubs have improved."

• Did community partnerships develop?

When asked if any community partnerships were established to conduct the campaigns, 32% said 'YES' and 68% said 'NO'. Agency differences were evident, with MUNICIPAL reporting having developed a higher percentage of partnerships at 51%, while the remaining police agencies ranged from 33% to 0%.

When asked if new community partnerships had developed as a direct result of the campaigns, 14% reported 'YES' and 86% said 'NO'. Regional differences were evident with the Maritimes and Ontario reporting 38% and 28%, respectively, while Quebec, BC and the Prairies reported 9%, 7% and 3%, respectively. Sixteen percent of the agencies reported that their community partners had an opportunity to bring forvvard suggestions for their local campaign initiatives.

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• Who should have the responsibility for the promotion of the campaigns?

YES NO • Federal government alone 7% 93% • Provincial government alone 6% 94% • Municipal government alone 6% 94% • A shared responsibility 96% 4%

There were no statistically significant differences by agency, region or community grouping.

• What focus should the campaigns have?

YES NO • Conceptual 46% 54% • Issue 59% 41% • Professional 62% 38%

The police reported that they want the campaign themes to focus on policing as a profession and less on conceptual themes. There were no significant differences by agency, region or community grouping. Furthermore, 64% of the police reported that the campaigns in the last three years had enhanced policing as a profession.

It was clear fi-om many of the agency' comments that there is still a lot of misunderstanding about community policing as a philosophy and the delivery of the programs and initiatives under that rubric (e.g., it encompasses both law enforcement and proactive policing initiatives). This was further compounded by the belief that Police Week was crime prevention. It was interesting to note that the crime prevention section within the majority of the agencies was the section responsible for the promotion and implementation of Police Week. Is not working with the community and building partnerships the responsibility of the entire department? Furthermore, there was a general misunderstanding that community policing and crime prevention were synonymous.

ANECDOTAL COMMENTS

• " They have provided the police with the opportunity to demonstrate our conce rn, willingness to assist, and our desire to be a part of the community."

• " It has allowed the public to see that the police are attempting to become more proactively involved with the communities which they police."

• " Many youth discuss careers at these venues. Many follow-up with applications." • " We do community policing all year round, Police Week is redundant."

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• Media involvement with the campaigns

• At the community level

Seventy-two percent of the agencies indicated that the media had actively promoted Police Week in their community and 61% of police agencies had actively promoted Police Week with the media. There were no significant differences by agency, region or community grouping.

It was reported that the media promoted Police Week by: (a) local papers highlighting Police Week, (b) free publicity of events; and, (c) short clips on the radio and television. While, the police promoted Police Week with the media by: (a) press conferences and press releases; (b) invitations to the media to attend and participate in activities such as, sports events, a media shoot at the firing range, the pursuit driving course, and barbecues; and, (c) Public Service Announcements.

The type of media used at the local level

Print media was used the most at 93%, compared to radio and television at 70% and 39%, respectively. There were significant differences in the types of media used by agency and region. Both the OPP and MUNICIPAL agencies indicated the greatest use of television at 60% and 58%, respectively, compared to the RCMP at 24%. Regional differences were evident with Ontario and Quebec reporting the greatest television use at 64% and 50%, respectively, compared to the Prairies, B.C. and the Maritimes at 30%, 29% and 14%, respectively.

• At the national level

Ninety-four percent of the agencies thought there should be involvement of the media at the national level. Agency differences were evident with the SQ, MUNICIPAL and the RCMP reporting the highest agreement at 100%, 98% and 97%, respectively, compared to the OPP at 67%.

When asked how to involve the media at a national level to increase awareness of Police Week the following suggestions were given:

• Through well timed Public Service Announcements, advertisement campaigns, videos and documentaries. • Have a nationally co-ordinated event that would attract national media attention (e.g., where the policing

profession is valued). • Involve the Canadian Police College. • There should be a national "kick-off' at the Parliament Buildings in Ottawa and at the same time in provincial

and municipal headqua rters. • Media releases by CACP, CPA, and individual Chiefs of Police. • Include the media as a partner in Police Week (e.g., select a media representative to be on the Steering

Committee, CBC to be a corporate sponsor). • Involve the Media Relations Sections within police agencies. • There should be follow-up summaries of initiatives and recognition of media contributions. • Involve celebrities, role models for youth. • Market the event to the media as a human interest, not a news story.

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• National • Local

YES NO 80% 20% 76% 24%

• What about corporate sponsorship?

When asked whether there is a role for corporate sponsorship to become involved with Police Week at a national and local level, the responses were a clear 'YES'.

ANECDOTAL CO1VIMENTS

• " We need a firm who has national and provincial ties." • " It is essential to target specific sponsors, whose goals and objectives are complementary with policing goals and

objectives." • " Policing is a community responsibility, sponsorship at all levels would show that policing is a community business." • " Corporate backing would legitimise the whole concept of Police Week. It would allow a third party to promote police

awareness instead of what now appears to be the police promoting themselves."

4. ABOUT THE CAMPAIGN MATERIALS

• Were the campaign materials received?

YES NO • 1996 campaign 83% 17% • 1995 campaign 81% 19% • 1994 campaign 81% 19%

In general, over the last three years the majority of the agencies had received the campaign materials. Agency differences were evident for the 1994 campaign in that fewer OPP detachments (55%) received the materials compared to subsequent years, with 64% in 1995 and 68% in 1996. Overall, there was a small improvement for the 1996 campaign, in that more agencies received the materials in comparison to previous years. Specifically, the RCMP, SQ, and the MUNICIPAL agencies reported 90%, 50% and 79%, respectively.

• Were these campaign materials received sufficiently in advance of Police Week to be useful?

YES NO • 1996 campaign 52% 48% • 1995 campaign 53% 47% • 1994 campaign 51% 49%

The responses to this follow-up question are of critical interest and concern in that almost half of the agencies had not received the materials sufficiently in advance of Police Week to be useful.

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Of those that had received the materials, there were statistically significant agency differences for the three years. In general, MUNICIPAL and RCMP received their materials the least in advance, while the OPP reported the best rate of advance notice. For example, in 1996 MUNICIPAL and RCMP reported 39% and 57% compared to the OPP at 63%. In addition, the RCMP reported receiving the materials in 1996 (57%) later than in 1995 and 1994 at 67% and 65%, respectively.

Regional differences were also evident for the three years. For example in 1996, Quebec and B.C. reported receiving the materials in advance the least at 25% and 34%, respectively compared to Ontario, Maritimes and Prairies at 50%, 63% and 70%, respectively. In general, this trend was consistent for both the 1995 and 1994 campaigns.

ANECDOTAL COMMENTS

• "Materials were received a fter Police Week." • "In 1996 the posters arrived the Friday... one week... two weeks... before Police Week." • " Some of the information was useful, but by the time we received it we had already decided on our local themes and

corresponding activities."

• The distribution of campaign materials

Police stations, schools and malls ranked as the top three places in 1996 for the distribution of Police Week materials.

YES NO • Schools 66% 34% • Government buildings 25% 76% • Community fairs 18% 82% • Recreation Centres 14% 86%

• Libraries 21% 79% • Health Centres 5% 95% • Malls 52% 48% • Retail businesses 22% 78% • Community Centres 28% 73% • Churches 4% 96% • Police Station 89% 11% • Other 3% 97%

Other included: Crime Prevention Associations, Youth Shelters.

Agency differences were evident for the distribution of materials to schools and malls: • Schools ranged from 76% for RCMP to 47% for MUNICIPAL. • Malls ranged from 71% for MUNICIPAL to 41% for RCMP.

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Regional and community grouping differences were also evident for the distribution of materials to malls. For example, Quebec and Ontario used malls the most at 80% and 65% compared to B.C., Maritimes, and Prairies at 56%, 38% and 32%, respectively. Fu rthermore, the larger the municipality, the greater the use of malls for the distribution of materials (e.g., in municipalities of 50,000 and above, it ranged from 71% to 80%, while those agencies from 25,000 and below averaged at 38% use).

• In 1996, to what extent did these campaign materials contribute to a better understanding of Police Week?

• Very much 4% • A lot 14% • Somewhat 68% • Not at all 14%

There were no significant differences by agency, region or community grouping.

To what extent can the promotional materials be improved?

When asked how the materials could be improved, there was a lack of generation of new ideas for the types of promotional material needed. There was a recognition that "something new" was needed, but the old stand bys were mentioned including, videos, colouring books, pencils, rulers, key chains, etc.. It would seem that possibly the promotional materials are not what is of issue, but rather the lack of national focus and media attention is of greater value,

ANECDOTAL COMMENTS

• " We need a minimum of two months preparation time." • "Posters are no longer relevant, we need something new." • " There should be audio/video materials." • " Through better media coverage." • "The materials should be more sensitive to attracting youth and young children." • "The problems don't lie with the poster but with the need for publicity and the lack of marketing." • " Resources should be invested in materials that can be used beyond Police Week (e.g., videos and educational

packages)." • " Need to be put within the community policing context." • "The materials should be displayed on billboards where high volumes of passenger vehicles pass."

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50% 50%

5. HONOURING OUR POLICE OFFICERS

When asked what, if anything was being done during Police Week to honour police officers for the public safety and security they provide, it was repo rted that:

• 86% reported nothing was being done during Police Week. • 14% reported activities that included:

• 2% Proclamation by the Mayor and City Council honouring police officers. • 4% The media coverage in some communities emphasised honouring police officers. • 4% Service clubs give out awards to honour their police officers. • 1% Luncheons provided by local businesses. • 2% Recognition programs which give awards for exemplary work, long service medals and

citation awards. • 1% Church Memorial Service and Chief of Police Annual Award Dinner for officers and

civilians.

. What about celebrating Police Week with the Police Memorial Day held in late September?

• YES • NO

There were no statistically significant agency, regional or community grouping differences.

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CHAPTER THREE: NATIONAL TELEPHONE SURVEY

3.1 SAMPLE SELECTIONS

A total of thirty-nine phone interviews with: (a) representatives from a sample of police agencies across Canada (n=18); (b) CPA and Provincial Association representatives (n=7); and, (c) community partners working with the police on Police Week from across Canada (n=14). The methodology section described in Appendix B outlines the sample selection process and Appendix D provides a list of the participants. The police representatives were asked the same questions as those police agencies participating in the mail-out survey; while some of the questions were deleted for the police association representatives as they were not relevant. The community representatives were asked the following two questions. What is your involvement in Police Week and what is the value of the partnership? The sample sizes of the responses (N) to each of the questions have been identified for clarity because not all the respondents answered each question. The findings will be reported in general and statistically significant differences (Chi-square p_= <0.05) will be reported by region and agency where relevant..

3.2 SUM1VIARY

A sample of 39 agencies were contacted via telephone. Representatives from police agencies, CPA and Provincial Associations, and community partners were targeted for the interviews. 58% of 25 agencies responded stated that definite changes to the Police Week campaign were needed for it to have value in the future. An emphasis was put on increased partnering with members of the media and the community as a means of enhancing the promotion of the policing profession. Respondents stated that there was a need to bring greater exposure to the campaign, to implant Police Week in the public consciousness, otherwise the overall value of the initiative was in question.

A majority of respondents reported that no formal process of evaluation had taken place with regards to Police Week. Investigation of the campaign's effectiveness often revealed that activities supplemented or, in some cases, duplicated such initiatives as Crime Prevention Week or the activities undertaken by the police on a daily basis.

Many respondents indicated that they would be willing to participate with the development of the annual themes presented by the Police Week campaign. These agencies supported the value of a broad base of input into the development of the annual themes which can be related to the reports that certain past themes were not applicable within all of the communities across the country. The Police Week Steering Committee, the CPA, CACP, and the Provincial Associations were all considered practical vehicles for this collection of information.

When asked whether the campaign themes over the last three years had been appropriate for promoting the goals of Police Week it was reported that the campaign themes in 1995 and 1996 had been more successful than 1994's theme. It was stated, however, that all of the themes had been successful in promoting partnerships with members of the media and the community. The campaign activities were perceived as making the police more approachable by the general public and members of the business community. One respondent stated that, "Police Week gives a reason to seek each other out and communicate". While interaction with the community was certainly considered a positive result of these

21

activities, many respondents stated that Police Week is only successful because it reinforces the initiatives that are undertaken every day by police officers across the country. Community Based Policing was considered to stretch the Police Week philosophies throughout the entire year, reinforcing ties that already exist as a result of what is rapidly becoming standard police practice. Furthermore, a majority of respondents indicated that no new partnerships had developed as a result of campaign activities.

It was a common belief that for Police Week to be effective on a national scale intensive promotion was required. 96% of respondents stated that responsibility for promotion of Police Week needed to be shared by all levels of government, police agencies, and the communities across Canada. It was further indicated that campaign themes should focus on policing as a profession and less on the conceptual themes that have appeared in the past.

A general consensus existed with the respondents regarding the integral role which the media plays with regards to the success of Police Week initiatives. 96% of the agencies indicated that the media had actively promoted Police Week in their community, and 50% of police agencies were involved with promotion via print, radio, or television. A majority of respondents indicated that media involvement at the national level would truly bring awareness to the campaign. This exposure would then be followed up by local announcements, press releases, etc. Ultimately, for Police Week to be successfully promoted with the media changes in approach are necessary. Police Week, "needs to be made attractive and profession focused in order to attract the media attention". It was further stated that "there is a need to educate the media about what Police Week is about". It was apparent that a new approach was needed to make Police Week more "media-friendly", but respondents were unclear as to what that approach should be.

Budgetary restraint was often cited as a major impediment to the effective promotion of the Police Week campaign. Corporate sponsorship was considered as a viable source of increased funding and promotion for police initiatives. It was indicated that interest did exist in the corporate world to sponsor events, one only needed to inquire, but there was acknowledgment that police officials were often hesitant to look for support from corporate sources.

The majority of agencies reported receiving Police Week campaign materials, however, the materials for more than two-thirds of the agencies were not received sufficiently in advance of the campaign dates to be useful. It was stated that, "materials received just prior to the event are of no value because there can be no planning based around them". In some cases the campaign materials were actually received during or even after Police Week had concluded.

Respondents stated that the materials received to be used in conjunction with Police Week activities only somewhat contributed to a better understanding of the campaign goals and themes. When asked how the promotional materials could be improved the responses, similar to the mail-out survey, centered on old stand-bys such as key chains, rulers, and pencils. There was also a concern that despite the fact that the policing landscape had changed dramatically over the past decade, the materials had not.

Police Week materials were generally distributed in schools, shopping malls, community centres, and the police stations themselves. The majority of community partners reported assisting police agencies with a variety of events which provided them with the opportunity to promote to the public the services that they have available. In some cases this involvement provides little more than advertising,

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while in other cases Police Week activities provide the opportunity to inform the public of a valuable service which they might not otherwise be aware.

When asked what, if anything, was being done during Police Week to honour police officers for the public safety and security they provide it was reported that in all but three cases nothing was being undertaken. Community pa rtners, such as the Kiwanis Club or the Knights of Columbus, seek to acknowledge police officers in their communities through the organising of Appreciation Dinners intended to honour members who are involved in investigations that go above and beyond the call of duty. Aside fi-om these annual events, little recognition beyond the occasional photograph in the newspaper is paid to police officers during this time.

3.3 REGIONAL FINDINGS

1. THE VALUE OF CONTINUING POLICE WEEK IN ITS PRESENT FORM (N=25)

• 'YES 38% • NO 58% • DON'T KNOW 4%

Of those responding 'YES' the SQ and OPP were the most in favour at 100% and 50%, respectively; followed by MUNICIPAL and POLICE ASSOCIATIONS at 40% and 43%, respectively; while the RCMP were least in favour at 13%,

• Are there innovative ways in which Police Week can be improved?

ANECDOTAL COMMENTS

•

" Promotional materials need to be timely." "More partnerships need to be developed for the promotion of policing as a profession." "More partnering should occur with members of the media." "Combine Police Week with Memorial Day." " Materials should arrive at an earlier date to permit different police services an opportunity to work together and synchronise their efforts." " There needs to be more publicity with the national media in order to keep themes on a large scale." " There needs to be a greater consensus about the themes." " Corporate agencies need to be asked to participate."

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14% 86%

2. HAD AGENCIES CONDUCTED AN ASSESSMENT ABOUT THE EFFECTIVENESS OF POLICE WEEK? (N=22)

• YES • NO

Of those responding 'YES', SQ reported the highest percentage at 50%, while the other agencies averaged at 17%.

ANECDOTAL COMMENTS

• "There are imposed themes, imposed times, and late supplies i,vhich are soon out of date." • "Assessment is conducted in production cost, budget, and how many people were reached." • "Crime prevention and drug awareness programs have complemented Police Week activities." • "Crime prevention week and Police Week complement or duplicate each other. It depends how you want to look at

it." • "Police Week complements community policing."

3. ABOUT THE CAMPAIGNS

• Recognition (N=25)

• 88% of the agencies recognised Police Week during the month of May • 8% recognised a different month of the year • 4% did not recognise Police Week at all

• Involvement in campaigns (N=20)

• 1996 campaign 65% reported YES • 1995 campaign 70% reported YES • 1994 campaign 45% reported 'YES

There were significant differences by region for the 1994 campaign. Ontario was the least involved at 20%; while the other regions averaged at 83% involvement.

• Would the agencies like to have had input into the development of the campaign themes? (N=24)

YES NO • 1996 campaign 67% 33% • 1995 campaign 54% 46% • 1994 campaign 42% 58%

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78% 22%

29% 71%

The majority of the agencies did want input into developing the 1996 and 1995 campaign themes. Of those responding 'YES', they would like to have had input into the 1996 campaign, regional differences were evident with both BC and Prairies reporting the highest percentage at 100%, while Ontario and Maritimes reported 71% and 67%, respectively.

• Is there value for 'Police Week' to have a broad base of input into the development of the annual themes? (N=23)

• YES • NO

The majority of the agencies supported the value of a broad base of input into the development of the annual themes. Some agencies reported that past national themes did not "fit" with all the communities across the country. The following ideas reflect how a broad base of input could be accomplished:

• The Steering Committee should take more of an active role and seek input from across Canada (e.g., questionnaires).

• Develop a national committee from CACP and regional committees could gather the information. • Utilisation of CPA and the Provincial Associations.

• Were the goals and objectives of the campaigns ever communicated to you? (N=24)

• YES • NO

There were no significant differences.

Respondents indicated that this information was received via the following means:

• National and/or Divisional Headquarters • QPF Community Relations Directorate • Solicitor General Canada and the CACP

• Were the campaign themes appropriate? (N=20) YES NO

• 1996 campaign (Partnership with the community) 80% 20% • 1995 campaign (Working together as a community) 78% 22% • 1994 campaign (International year of the family) 56% 44%

When asked whether the campaign themes in the last three years had been appropriate to promote the goals of Police Week it was reported that the last two campaign themes had been more successful than the one in 1994.

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• How have the campaign themes promoted the Police Week goals? (N=20)

ANECDOTAL COMMENTS

• "The materials are very pro-active, this reinforces our commitment to working with the community." • "They have promoted partnerships, which is very well received with the media and the community." • "We go into the schools, have open houses, mall displays, and promote policing to the community which all improves

the image of policing." • "The themes are too general, they mean very little to the community."

• Did interaction between the community and the police improve? (N=20)

When asked if interaction between the community and the police improved as a result of these three campaigns, it was reported:

• YES 40% • NO 35% • DON'T KNOW 25%

Regional differences were evident with Quebec and Maritimes reporting the greatest improvement in community interaction at 100% and 80%, respectively, compared with Ontario at 17%.

ANECDOTAL COM1VIENTS

• " They have helped make the police more approachable." • " We are maintaining what was already there." • "Joint projects were established with two local community groups." • "Cultural diversity is not addressed as well as it could be."

• Did co-ordination increase among community agencies/businesses? (N=19)

When asked if co-ordination among community agencies/businesses had increased as a result of these three campaigns, it was reported:

• YES 32% • NO 53% • DON' T KNOW 16%

ANECDOTAL COMMENTS

• "A specific campaign that lasts only one week addresses very little." • " Through the year we have improved co-ordination amongst different agencies and businesses. • "Police Week gives a reason to seek each other out and communicate." • " There has been little change. Relations have always been good."

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• Did community partnerships develop? (N= 18)

When asked if any community partnerships were established to conduct the campaigns, 28% said 'YES' and 72% said 'NO'. Regional differences were evident with the Yukon and Quebec both reporting having developed a high percentage of partnerships at 100%; while Ontario reported 25%.

When asked if new community partnerships had developed as a direct result of the campaigns, 18% reported 'YES', while 82% said 'NO'. Regional differences were evident with SQ reporting the highest development of new partnerships.

Seventeen percent of the agencies reported that their community partners had an opportunity to bring forward suggestions for their local campaign initiatives.

• Who should have the responsibility for the promotion of the campaigns? (N=23)

YES NO • Federal government alone 13% 87°/0 • Provincial government alone 17% 83% • Municipal government alone 13% 87% • A shared responsibility 96% 4%

• What focus should the campaigns have? (N=24)

YES NO DON'T KNOW • Conceptual 27% 64% 9% • Issue 27% 64% 9% • Professional 63% 23% 14%

The police agencies reported that they want the campaign themes to focus on policing as a profession and less on the conceptual themes that some have in the past. Furthermore, 63% of the sample reported that the campaigns in the last three years had enhanced policing as a profession.

ANECDOTAL COMMENTS

• "Direct contact with the police allows the community to meet the police outside the stressful situation of an official police call, permitting them to see the police as humans."

• "The themes show little imagination about what is actually occurring in policing and the communities." • "Anytime the police and the community work together the profession is enhanced."

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• Media involvement with the campaigns (N=24)

• At the local level

Ninety-six percent of the agencies indicated that the media had actively promoted Police Week in their community and 50% of police agencies had actively promoted Police Week with the media.

It was reported that the media promoted Police Week by: (a) the print media running stories about the Police Week activities; and, (b) short clips on the radio and television. The police promoted Police Week with the media by: (a) paid advertisements by the crime prevention section; (b) media releases; (c) high profile highway checkpoints; and, (d) invitations to the media to attend functions.

The type of media used at the local level

Print media was used the most at 94%, compared to radio and television at 77% and 69%, respectively. There were no significant differences in the types of media used by agency or region.

• At the national level

Ninety-six percent of the agencies thought there should be involvement of the media at the national level. Many stated that if the municipality was not involved locally the public would not be aware of the program at all.

When asked how to involve the media at a national level to increase awareness of Police Week the following suggestions were given:

• It needs to be made attractive and profession focused in order to attract the media attention. • Specific topics leading up to the week could be developed involving the Commissioner or Chiefs. • Contact Media Liaison in each agency with press releases. • Announce a news conference hosted by CACP and the RCMP to "kick-off' the campaign. • Need to search for reasons why it would benefit the media to be involved. • There is a need to educate the media about what Police Week is about.

• What about corporate sponsorship? (N= 23)

When asked whether there is a role for corporate sponsorship to become involved with Police Week at the national and local level, 'YES' was the overwhelming response.

YES NO • National 96% 4% • Local 96% 4%

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ANECDOTAL COMMENTS

• " Programs have to be marketed in order to make them more attractive." • " We need firms who have ties nationally and provincially." • "The themes must be of interest to sponsors." • " Corporate agencies are interested in policing, but they have to be asked. There is some hesitation amongst police

leaders to seek corporate sponsorship."

4. ABOUT THE CAMPAIGN MATERIALS

+ Were the campaign materials received? (N=16)

YES NO • 1996 campaign 94% 6% • 1995 campaign 75% 25% • 1994 campaign 69% 31%

The majority of the agencies reported receiving the campaign materials, reflecting a progressive improvement over the past three years.

• Were these campaign materials received sufficiently in advance of Police Week to be useful? (N=16)

YES NO • 1996 campaign 33% 67% • 1995 campaign 27% 73% • 1994 campaign 27% 73%

This follow-up question is of critical interest and concern, in that the materials for more than two-thirds of the agencies were not received sufficiently in advance of Police Week to be useful.

ANECDOTAL COMMENTS

• "Materials were received after Police Week." • "Materials received just prior to the event are of no value because there can be no planning based around them."

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• The distribution of campaign materials (N=15)

Police stations and schools ranked as the top two places in 1996 for the distribution of the Police Week materials.

YES NO • Schools 67% 33% • Government buildings 0% 100% • Community fairs 20% 80% • Recreation Centres 20% 80% • Libraries 13% 87% • Health Centres 13% 87% • Malls 47% 53% • Retail businesses 47% 53% • Community Centres 47% 53% • Churches 7% 93% • Police Station 100% 0% • Other 33% 67%

Other included: Crime Prevention Associations, large businesses, and Senior Citizen's Centres.

• In 1996, to what extent did these campaign materials contribute to a better understanding of Police Week? (N=18)

• Very much 0%

• Mot 7% • S omewhat 40% • Not at all 33%

• Don't know 20%

• To what extent can the promotional materials be improved?

When asked how the promotional materials could be improved the responses were very similar to the mail-out survey, in that the old standbys were mentioned. The sentiment with this group was also that the problems do not necessarily lie with the poster but there is a greater need for publicity and marketing, especially in the form of corporate sponsorship.

ANECDOTAL COMMENTS

• "Get them to the areas a least a couple of months ahead of time." • "We are bored with posters, we need something new and relevant." • "We need a national committee and input from across the country." • "The focus has been lost, it must be put within the context of community policing." • "Policing is changing so dramatically, but the materials have not."

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• YES • NO

54% . 38%

5. HONOURING OUR POLICE OFFICERS

When asked what, if anything, was being done during Police Week to honour police officers for the public safety and security they provide, it was reported that in all but three cases nothing was being done. In those three cases, plans were being developed but as yet were not implemented (e.g., a newsletter in which the officer's role in the community is outlined).

• What about celebrating Police Week along with the Police Memorial Day held in late September? (N=24)

Agency differences were evident, for example RCMP and MUNICIPAL agencies reported the highest agreement at 88% and 60%, respectively, while OPP and POLICE ASSOCIATIONS reported the least agreement at 50% and 29%, respectively.

3.4 INTERVIEWS WITH COMMUNITY PARTNERS (N=14)

QUESTIONS:

1. What was your involvement in Police Week? 2. What was the value of the partnership?

COMMENTS:

• We have a display in the mall with the police. We answer questions about our organisation and what we do for the police. Police Week is valuable because it is an opportunity for us to work with the police. We help them a lot, which gives us a chance to explain our organisation.

• We set up a display in a local mall with Sarnia Police and the OPP. We explain to people about our organisation and how we help the police and our community. We answer questions from the community about what we do. The partnership is valuable because the police and the community are working together for our community. The police can't do it alone.

• The Victim Services Co-ordinator has an office at the RCMP detachment. The Co-ordinator participates with the RCMP by setting up displays during Police Week and explaining our service and what we do for victims. We also hand out pamphlets and explain Child Find. I work with a group of community volunteers and we are in partnership with the RCMP. Police Week gives our organisation a chance to explain our function in a community volunteer setting along with the RCMP.

• We help with setting up booths in Malls in Welland, St. Catharines, and Niagara Falls. Emphasis is on bicycle helmet awareness. We have a display which discusses not wearing a helmet and what can

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and does occur as a result of this. We talk about our Association, and the booth is staffed by employees and volunteers. This interaction creates a positive image of Community Policing and provides an opportunity to liaise with police and talk about problems and solutions. The police and the community are working together.

• The RCMP have a Community Policing Office in the mall, supplied by the mall. The focus was around that office, although they did use the common area as well. This past year, they used it to kick off the new bike patrol in conjunction with the new bike helmet law. We also provide some advertisement in the local press about Police Week. The paper also runs pictures of the police officers. Police Week allows the public the opportunity to see what services are offered by the police. You are able to see the police in a positive manner, as opposed to only the law enforcement mode. Police Week gives the public the chance to see and talk to the police.

• We put together a display in a local mall along with the RCMP and other community agencies that interact with the RCMP. They towed a car to the mall that had been in a wreck, initiated a quiz about the cause of the accident, and also had a computer program about accidents. Police Week is valuable and provides a forum for feedback from the community. This feedback has been positive, especially from seniors. There is good information coming from the community which assists the RCMP and ICBC.

• We help with a mall display to promote the Crime Prevention Association. Pamphlets and literature are handed out. Child carseat safety and other safety information is promoted. This is a joint effort with the RCMP, the community, and the Association. The Association mainly addressed break and enters in rural areas, and tracks statistics. They have noticed a decrease in break and enters as a result of Association efforts. Working together for the benefit of the community and its citizens is a positive thing. There is a sense of visibility and approachability.

• We have a number of events going on throughout the year, but nothing specific for Police Week.

• We are involved with the Peterborough Police Force, the OPP, and the Lakeville Police Force. We have a Police Appreciation Day during Police Week mainly for street officers and we buy them lunch. Additionally, we have a guest speaker of interest to the police officers. Police Week is valuable as it gives support to our police officers. We are business people and we know that they need community support. Police Week provides awareness and a chance for our members to meet the police officers.

• Each year, about three months before Police Week we get together with Niagara Regional Police and plan for mall displays. Then during the actual week, we set up displays with the police. We demonstrate enforcement tools used at the Bridge. This spreads word to the public. These activities are well received by the public. It makes the public aware of what we are doing. Interaction with other agencies is good for the community and allows for a sharing of resources.

• A yearly Police Appreciation Night is held during Police Week to honour our police force. We acicnowledge and honour police officers who are involved in investigations that go above and beyond the call of duty. We generally honour one to five officers. The police force also honours at this time their long-serving members and civilians. These activities develop good relationships with the police. We pay tribute to our officers because they are at the forefront in our community. We are a

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community organisation that looks at the police as serving our community. This is a major event each year for our organisation and we look forward to it each year. We have been doing this for 20 years.

• We are involved in a "Police Expo" during Police Week. We partner with the Regina Police, RCMP, Military, and this past year McDonalds was included. Our partners put up displays in the hotel lobby, each day there is a different theme. We also involve the media, make it an awareness week. The officers answer questions fi-om the citizens, especially the youth. McDonalds gives out coupons. We also have a Casino Night for the police and any money raised goes to a project in the community. This is a definite learning experience and it is nice to be involved for business and security reasons. From a community perspective it demonstrates that we are behind the police and appreciate what they are doing.

• We assist the RCMP with their open house at the detachment. We supply juice, coffee, etc. from the restaurant to the citizens who visit the detachment during the Police Week campaign. We believe that business, the police, and the community working together is very valuable to our communities. We also appreciate the acknowledgement of people who are touring the detachment about our business.

• We run a special supplement in the news identifying the officers at the detachment by name and rank and with their picture. We do this each year for Police Week. Police Week makes the public aware of who their officers are and what they do. We then know who they are when we see them on the street and in the community. It is helpful to our community when our citizens meet the members.

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CHAPTER FOUR: LITERATURE AND MEDIA REVIEW

4.1 SUMMARY

Numerous articles both dealt directly with Police Week themes and activities or focused on initiatives which closely resembled or reinforced the themes and agenda of Police Week. Both the CACP and the Ministry of the Solicitor-General released yearly statements detailing the history, specific themes, and agenda of Police Week, while also encouraging wide-spread support of the campaign. Police Week packages were developed by the Steeling Committee, and were distributed through the RCMP to the RCMP and OPP detachments, and municipal forces across the country. Materials usually consisted of: an introductory letter fi -om the Committee, RCMP Headquarters, and/or Senior Management in the CACP which outlines the themes for the year's campaign and encourages support at the municipal level; and, materials, generally posters, to be used in conjunction with organised Police Week activities at the community level.

The strengthening of ties between the community and the police was a common priority that was emphasised in Police Week themes, announcements, activities, and assessments. Police Week was generally utilised as an opportunity to interact with the public, showcasing available programs, equipment, and information. It was stated that Police Week has offered the policing community the opportunity to communicate with the people they serve. Police Week was seen as a means to encourage public co-operation, support, and respect for the police which ultimately will assist in preventing crime and the enforcement of law. Further emphasis was also placed on the recognition of police contributions to the communities that they serve through such awards as the Police Exemplary Service Medals, medals for long service, and special recognition from community service groups.

All the articles and announcements focused on bringing the police and the community together through a variety of events and opportunities for information exchange. Police Week activities were often linked with other community events occurring at the same time in order to reach as many people as possible. Communfty fairs were seen as a prime opportunity to reach and interact with the public, especially youth. Police Week activities at these events generally focused on such issues as child identification and safety, bicycle safety, and crime prevention.

Police Week themes were generally broad enough in nature to allow for a wide variety of events and activities to be organised. Open houses were a common occurrence in a number of police departments during Police Week. These events were seen as an excellent opportunity for members to meet the public, display and explain policing equipment, as well as outlining the programs and services that are available. Information kiosks set up in shopping malls were also a common Police Week activity. Mall displays provided a great deal of visibility to the police, affording them the opportunity to interact with a large number of people in a short period of time. Other activities developed for Police Week included: information seminars, charity sporting events, barbecues, Dog Squad demonstrations, equipment displays, and, charity dinners.

Police Week activities were often developed and run in collaboration with a wide variety of government and community partners. It was not unusual to encounter Police Week displays involving more than three police agencies along with partners in Justice, Customs, municipal government, service groups, and numerous community agencies. Partnering was utilised as a means to attract greater attention while

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providing greater flexibility with limited available funding. In some instances, collaboration extended south of the Canada/United States border with participation coming from police representatives from Detroit, Buffalo, and other US cities.

Much of the focus of the articles dealt with themes or activities which are tied closely to the philosophy of Community Based Policing. The importance of developing positive relationships between the community and the police was a repeated theme found in a large majority of the programs. Activities that were presented for Police Week purposes closely resembled a wide variety of established programs which seek to achieve the same goals. Police Week and Community Policing were considered synonymous terms, with the celebration in May serving as the forum to distribute information, highlight successes, and strengthen ties between police and the community. Police Week was considered the culmination of that year's efforts at crime prevention, providing the opportunity to both celebrate and advertise the benefits of the police and the community working together.

A detailed analysis of the review is contained in Appendix C.

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CHAPTER FIVE: WHERE DO WE GO FROM HERE?

5.1 CONCLUSIONS

It is dear from the evaluation findings that there is a commitment to seeing that Police Week continues. However, there were concerns expressed about the value of it continuing in its present form. The findings indicated that both strengths and limitations were impacting on the ability of Police Week to achieve its stated goals. This suggests that although change is needed, the fundamental purpose of Police Week is still intact and can serve as the foundation on which an improved process can be built.

• Key Strengths

The majority of the respondents in this study reported there was a need for some mechanism to recognise the policing profession within Canada. Many of the police agencies which responded to the survey were actively involved in planning and participating in a wide variety of Police Week activities ---- activities which were cited as enhancing police/community partnerships over both the short and the long term. Although infrequent, there were excellent examples of media support cited. Similarly, some communities were skilled at promoting corporate and community sponsorship which helped to defray the costs of the various campaign activities.

Each of these factors suggests that a sound foundation for Police Week has been gradually emerging over the years. Best practices were evident and could serve as models to other communities, which have been less successful with their efforts.

• Key Limitations

The call for change addresses a number of areas, which were seen as both problematic and in need of enhancement. Identified limitations included those directly applicable to the planning and administration process, as well as others which focused on the fundamental purpose behind Police Week.

'Process limitations included:

the need for a broader base of input from across the country and at various levels with regards to the focus and direction each year's celebration will take;

the need to start planning earlier;

the need for a better system to distribute materials to ensure their timely arrival well in advance of Police Week;

the need for a stronger partnership with the media, particularly at the national level, to ensure a more meaningful publicity campaign around Police Week is delivered;

the need to promote corporate and community sponsorship of Police Week activities to enhance their involvement plus assist with the funding requirements of each year's campaign;

the need to broaden the base of expertise associated with the planning and delivery of each year's campaign; and

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the need to assess the best time of year to hold Police Week, recognising that it is a national initiative which must be sensitive to those regional demands which impact on maximum community participation.

Limitations which impacted on the purpose of Police Week included:

a recognition by police officials that annual themes are problematic for a variety of reasons including applicability, redundancy and relevancy;

the failure of both the national and some local campaigns to reflect and promote the professional/sin aspect of policing as the key issue driving the concept of Police Week;

the tendency for Police Week and crime prevention to be seen as synonymous, resulting in a focus away from the professionalism aspect of policing and emphasising crime prevention initiatives.

a tendency for many police agencies to place the responsibility for Police Week activities within that sector of the department responsible for crime prevention;

the tendency for annual campaigns to be police-driven, where in fact the community should be taking more of a lead role; and

• Making Change

The study findings have been sufficiently clear that making changes should not be viewed as an overbearing process. Many of those individuals who participated in various aspects of the evaluation have provided suggestions that are both comprehensive and easily implemented. Consequently, many of those suggestions have been incorporated into the recommendations which follow. Those recommendations have been organised to reflect the five key issues which have guided the overall design of this evaluation.

5.2 RECOMMENDATIONS

The evaluation presents a series of recommendations which are aimed at assisting the Police Week Steering Committee to define the future direction, content and overall message of 'Police Week'.

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Tissue # 1

Is there value in continuing Police Week in its present.form?

Reoccurring considerations based on the data

• Only 51% of the mail-out survey and 38% of the telephone survey said 'YES' there is value in continuing police week in its present form.

• The RCMP were least in favour of continuing Police Week in its present form. • There is a need to rejuvenate interest. • The time of year is a problem, for example a lot of people are away during the May long week-end. • Police agencies do not have the funding and equipment resources to deal with the themes in a

meaningful way. • Those community partners interviewed were very supportive of the local Police Week activities. • The majority of the police agencies repo rted that the campaign materials were not received in time to

be useful. • The majority of the sample reported co-ordination among community businesses had not increased as

a direct result of the campaigns. • The majority of the sample reported a need for corporate involvement at the national and local levels. • The majority of the sample wanted input into the development of the themes.

Possible effects resulting from the considerations

• Few community partnerships were established as a direct result of the campaigns. • Less than 18% of the mail-out and telephone survey were able to identify a community partner. • Less than 17% of the mail-out and telephone survey reported their community partners had an

opportunity to bring forward suggestions for local initiatives. • Police Week activities tended to be celebrated at two times of the year, Spring and Fall. • 14% of the mail-out survey thought the materials contributed 'not at all' to a better understanding of

Police Week; while the telephone survey reported 33%. • Agencies were unable to use the campaign materials because they arrived too late. • Local themes had already been developed by the time the materials were received. • Telephone and mail-out survey respondents were less satisfied with the 1994 theme than the themes

in 1995 and 1996.

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Objective of Recommendations

• To encourage the Steering Committee to rethink the process for delivering Police Week.

Recommendations

1. There is value in continuing Police Week.

2. When all the considerations and effects are taken into account, Police Week should NOT continue in its present form.

3. Move Police Week to September and promote the 'celebration' to occur at the saine time across the country.

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Issue # 2

The future direction of Police Week

Reoccurring considerations based on the data

• It is important to spearhead activities at a national level. • National and local media attention is essential. • Corporate sponsorship needs to be encouraged. • A need for greater involvement at the local level with the planning. • Market the event to the media as a human interest, not a news story. • A need for greater involvement of the RCMP/OPP Commissioners, CACP, CPA, and Provincial

Associations and the Canadian Police College. • A need for more school based involvement. • A need for more co-operation between police agencies to share Police Week events. • 78% of the telephone and 56% of the mail-out survey reported value in having a broad base of input

into the development of the themes. • The majority of the sample reported the focus of the campaigns should be professional compared to

conceptual or issue directed. • More partnering should take place with the media. • A need for more involvement from all members of the agency, not just those assigned to the Crime

Prevention Section. • 54% of the telephone and 50% of the mail-out survey reported merit in considering the combining of

Police Week with Peace Officer Memorial Day, while the balance thought they were two separate events that should stay that way.

• Use Police Week as a hiring mechanism or showcase for recruiting. • A need to involve communities in paying tribute to their police officers for the contributions made to

public safety and security.

Possible effects resulting from the considerations

• Fiscal restraint is increasing the need for non-governmental funding. The benefits of corporate sponsorship far outweigh the negatives.

• Local agencies have to implement the themes. • A greater involvement by CACP, CPA and their respective regional committees could regenerate

more interest and input from members. • Peace Officer Memorial Day could provide a "kick-off' for Police Week and raise its profile. • Few agencies conduct activities to meet the goal: 'To honour police officers for the public safety and

security provided to communities'.

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Objectives of Recommendations

• To assist the Steering Committee to define the future direction of 'Police Week'. • To provide a greater emphasis on all of the Police Week goals.

Recommendations

1. Decide either: (a) to increase the priority given to Police Week or, (b) it should be discontinued If it remains, the focus and delivery must change.

2. Develop a mechanism in which the Steering Committee can consistently obtain input from the membership that is timely and current

3. Include a media representative on the Steering Committee.

4. Target corporate sponsors with similar philosophies to the Steering Committee, for example, the value of community partnership and commitment to proactive initiatives.

5. Have a nationally co-ordinated "kick-off' of Police Week that involves Ottawa, provincial and municipal jurisdictions.

6. Hold discussions with CACP and CPA as to the value of coinciding Police Week with Peace Officer Memorial Day celebrations.

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Issue # 3

The content of Police Week materials

Reoccurring considerations based on the data

• There needs to be a better way to promote the materials. • Posters are not as effective as print and media segments. • 67% of the telephone and 48% of the mail-out samples repo rted the materials arrive too late to be

useful. • Community policing needs to be promoted. • Develop a theme mascot or catchy logo that would have appeal to children, youth and adults alike. • A poster and a few promotional materials will not get the message across, particularly when it arrives

late. • Distribution of campaign materials were restricted mainly to police stations, schools and malls. • There is a need for better media coverage rather than an emphasis on posters. • Place information on billboards where high volumes of passenger vehicles pass. • Resources should be invested in materials that can be used beyond Police Week. • Many agencies are apathetic about Police Week and view it as low priority.

Possible effects resulting from the considerations

• Local themes had already been developed by the time the promotional materials were received. • Similar target spots are being utilised for the distribution of materials, hence the same target groups

are being reached. • The majority of the sample reported that the materials either contributed 'somewhat' or 'not at all' to

a better understanding of Police Week. • There was a lack of new ideas generated from the surveys, as to the types of materials needed to

better promote Police Week.

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Objective of Recommendations

• To assist the Steering Committee to define the content of 'Police Week'.

Recommendations

1. Agencies need to develop a broader base for the distribution of promotional materials, thereby targeting new groups.

2. The Steering Committee could consider developing a mechanism to solicit new ideas for promotional materials which would be more useful and cost effective.

3. There is a need to generate ideas for promotional materials that are new, relevant, and go beyond rulers, key-chains and pencils.

4. Stop the production of posters, they are redundant and not valued

5. Consider communicating the annual theme to the agencies as soon as the decision is made.

6. Every effort be made to ensure dl promotional materials are delivered to the sites at least two months prior to Police Week.

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Issue # 4

The role of the media in Police Week

Reoccurring considerations based on the data

• Develop short documentaries to depict the history of police agencies across the country and which profile police officers at work and at home.

• 94% of the mail-out and 96% of the telephone samples repo rted more media exposure was needed at a national level.

• The need to use Public Service Announcements, educational programming on what police do, and advertisements in newspapers and on the radio.

• Prepare special feature stories on successful project/events that are held across Canada. • Utilise 'positive contemporary role models' to promote a specific issue. • Conduct a media campaign that documents the opinions of youth, parents, and seniors about law

enforcement and proactive crime control measures within the community. • There is a need for a major "kick-off' of Police Week at the Parliament Buildings in Ottawa and at

the same time in provincial and municipal headquarters. • Target the media as a corporate sponsor.

Possible effects resulting from the considerations

• Youth respond to role models. • The community would be promoting law enforcement rather the police promoting themselves. • A national media campaign augmented by local news releases would raise the profile of Police Week. • A consolidated federal, provincial and municipal approach would have national media appeal.

Objective of Recommendations

• To assist the Steering Committee to define the role of the media in 'Police Week'.

Recommendations

1. Involve those RCMP experts on-site at RCMP Headquarters, Public A ffairs Directorate, Ottawa for guidance on working with the media and corporate issues.

2. Develop a sub-committee of media experts from across government and police departments to work with the Steering Committee to assist in strategic planning as to both the media 's role in Police Week and as a corporate sponsor.

3. Consider whether this program should be under the Media/Public Affairs Sections of the organisations on the Steering Committee.

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Issue # 5

The overall message of Police Week

Reoccurring considerations based on the data

• Police Week provides the opportunity to advertise our successes at a national and local level. • Develop a series of police professionalism seminars in each province sponsored by the Canadian

Police College and hosted by the various police academies in each province. Encourage corporate sponsors to publish a summary of the seminars.

• Many police agencies reported that it was always the same few people working on the campaigns each year.

• The majority of the sample wanted input into the development of the themes. • The majority of the sample reported that the campaign focus should be more on the professional

aspect of policing rather than conceptual or issue focused. • It was reported by many agencies that community policing is done all year round, therefore Police

Week is redundant. • Some agencies reported that Crime Prevention Week and Police Week should be amalgamated under

the same banner. • There is a misunderstanding that community policing and crime prevention are synonymous. • There is a need for greater involvement by the RCMP/OPP Commissioners, CACP, CPA_, and

Provincial Associations. • 96% of the telephone and mail-out survey reported that the promotion of Police Week was a shared

responsibility of all levels of government. • Police Week campaigns tend to be primarily police-driven. • Over 63% of the sample reported that the campaigns enhanced the profession of policing. • Crime Prevention Sections at the national and local levels should not have the sole responsibility for

the delivery of Police Week.

Possible effects resulting from the considerations

• 86% of the mail-out survey and 80% of the telephone survey reported that the 1996 campaign theme was appropriate.

• Police Week promotes the positive interactions between the community and the police. • The focus of the professional seminars would enhance the Police Week theme and provide an

opportunity for police across Canada to debate policing issues. • Police Week activities tend to focus on crime prevention initiatives rather than policing as a

profession. • The community partners reported that Police Week was valuable because of the opportunity to work

with the police. There was a sense of visibility and approachability. • The Crime Prevention Section is primarily responsible for the implementation of Police Week. • Police-diiven campaigns tend to be focused more on what the police do and less on what policing is.

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Objective of Recommendations

• To assist the Steering Committee in determining the overall message of 'Police Week'.

Recommendations

1. The Steering Committee could consider developing and distributing fact sheets' on: (a) highlighting a variety of Police Week activities which promote the campaigns within the community policing context; and, (b) the promotion of Police Week as an agency-wide initiative and not specific to only the crime prevention section.

2. Develop a sub-committee, comprising a broader membership from the CACP, CPA, and Provincial Associations, to plan how to focus on the profession of policing and working with the community as the generic theme of Police Week . This focus would encompass all aspects of policing.

3. Consider including a representative from the Federation of Canadian Municipalities (FCM) as a member on the Steering Committee, to help foster greater involvement by local government in Police Week activities.

4. Develop articles that will reflect the contributions the policing profession make in the communities they serve, and strategically orchestrate methods for their distribution.

5. Consider emphasising ways in which communities can pay tribute to the police for the contributions they make to public safety and security; something that is easily overlooked

6. That the overall message of Police Week be stated as the "professional aspects of policing in partnership with the communie."

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1

APPENDIX A: LIST OF THEMES

LIST OF KNOWN POLICE WEEK THEMES, 1970 - 1996

NOTE: Not all of the themes have been listed since no record could be found for some of them.

1970 - 1974: No record of these themes was found.

1975: Lend a Hand - You and the Police

1976: Alcohol and Drug Abuse - You and the Police

1977: With You and For You

1978: Working Together - Supporting Justice

1979: Share the Growing Experience

1980: Wipe Out Vandalism

1981: You and Your Police Working Together

1982: We are all Victims of Crime

1983: Protect Your Future - Participate

1984: Community and Police Working Together

1985: Youth and The Police

1986: Closing the Gap

1987: You and Your Police - A Special Relationship

1988: Beyond the Uniform: Canadian Communities Safe and Secure

1989: The 20th Anniversary of Police Week - Working Together

1990: Serving Your Community

1991: No record was found.

1992: Canada 125 - Happy Birthday Canada

1993: International Year of the World's Indigenous Peoples

1994: International Year of the Family

1995: Working Together as a Community

1996: Partnerships With the Community

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APPENDIX B: RESEARCH DESIGN AND METHODOLOGY

RESEARCH DESIGN

The evaluation research designs were multifaceted and included: personal and telephone interviews, computer searches, document reviews, and a mail-out survey. It focused on the Police Week Steering Committee Members; police; community partners; document and literature reviews; and, media searches of national and local newspapers and television programs as sources of information.

The study design included four components:

1. a retrospective analysis describing the nature of the twenty-seven 'Police Week Campaigns' from: (a) a document review of communiqués, minutes of meetings, memorandums on file with the Steering Committee, RCMP and the Solicitor General Canada from 1970 to the present (27 campaigns); and, (b) personal and phone interviews (N=11) with the Steering Committee (n=7) and police representatives (n=4) to establish corporate history. A list of the participants are given in Appendix D.

2. a descriptive analysis of literature and media searches assessing: year of article, sources and summary of content regarding Police Week gleaned from: (a) a computer document review of relevant journals and abstracts (from 1980 to 1996, inclusive); (b) an internet review (from 1993 to 1996, inclusive); and (c) a comprehensive media search of national and local newspapers and television programs (from 1993 to 1996, inclusive).

A further twenty local newspapers were faxed requesting if their paper had run any articles specific to Police Week during the month of May - 1995 or 1996; and if so, would they fax or mail them to the principal investigator. Only one newspaper responded.

A detailed content analysis can be found in Appendix G

Explanation of Computer Search Criteria:

To correctly extract articles related to Police Week, it was necessary to use the following query command:

"Police Week". This ensured that articles with the words Police Week adjacent to each other were extracted and not articles which merely have the words 'Police' and 'Week' dispersed somewhere within the article. This significantly reduced the number of "hits" which were found. For example, in 1993 when using the keywords 'Police' and 'Week', there were 116 articles identified. Unfortunately, these articles had nothing to do with Police Week. When the key words 'Police Week' were entered there were no hits for 1993.

In addition to using 'Police Week', for each year the following key word identifiers were also used: (a) 'International Police Week'; (b) 'Police Relations'; (c) 'Police Community Relations'; and, (d) 'Police Public Relations'.

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Calgary Herald CP Wire Montreal Gazette Vancouver Province Toronto Star CBC News Edmonton Journal Windsor Star La Presse Les Actualities Victoria Times Colonist Macleans

Ottawa Citizen Financial Post Presse Canadienne Service Vancouver Sun Toronto Sun CTV News Kingston Standard Le Devoir Le Soleil Globe and Mail Winnipeg Free Press Kitchener Waterloo Record

List of Journals Searched:

American Journal of Police British Columbia Police Journal Canadian Police Chief Newsletter Community Crime Prevention Digest Crime Prevention and Criminal Justice Newsletter Focus on Police Research and Development International Criminal Police Review Journal of Police Science and Administration Law Enforcement News Perspectives on Policing Police Digest Police Law Quarterly Police Studies

Australian Police Journal Canadian Police Chief Canadian Police College Journal Gazette Law Officer Police International Enforcement Law Reporter Law Enforcement Journal OPP Review Police Chief Police Journal Police Research Bulletin RCMP Quarterly

Abstract and Citation Search Engines Used:

National Criminal Justice Reference Service (NCJRS) Criminal Justice Reference Canadian Periodical Index Canadian Business and Current Affairs Index

Internet Search

While the internet was able to assist in the search for Police Week information, it was not easy to document the exact methodologies or search criteria used to obtain these searches. In fact much of the information was obtained by 'surfing' from one site to another through links. The Search Engines used included: 1) Lycos (proved to be the most effective search engine (http://www.lycos.com )) 2) Copnet 3) Hothot 4) Altavista 5) Infoseek and, 6) Yahoo.

Catalogue of Media Articles Searched

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Catalogue of Faxed Local Newspapers

British Columbia: Chilliwack Times Arrowsmith Star (in Parksville)

Alberta: Crag & Canyon (in Banff) High River Times

Saskatchewan: Canora Courier Tisdale Recorder

Ontario: Ancaster News The Etobicoke Guardian Free Press/Economist (in Shelburne)

New Brunswick: The Campbellton Tribune

Fraser Valley Record (in Mission) The Terrace Standard

Carstairs Courier Ponoka Herald - responded

Lloydminster Times

The Dundalk Herald This Week (in Sault Ste Marie) The Burlington Post

Nova Scotia: The Bridgetown Monitor Vanguard (in Yarmouth)

3. a national police agency mail-out survey (N=200) evaluating the need, utility, and function of 'Police Week'. This survey was produced in both official languages. The size of the sample was considered appropriate from using a 'Table for determining sample size from a given population' (Fitz-Gibbon, C. & L. Morris (1987).

4. phone interviews (N=39) vvith representatives from a sample of police agencies from across Canada (n=18); CPA and Provincial Association representatives (n=7); and community partners working with the police on Police Week from across Canada (n=14) evaluating the need, utility, and function of 'Police Week'. The police agencies were asked the same questions as the mail-out survey participants, however, the questionnaire was modified for the police association and community representatives. These interviews were conducted in both official lang-uages. A list of the participants is given in Appendix D.

The telephone and mail-out survey instruments were scrutinised and piloted by an Advisory Group, involving four police representatives familiar with 'Police Week'. This group is representative of the three levels of policing in Canada, and included: • S/Sgt. Ross Fisher, Community Policing, RCMP, Surrey, B.C. • Insp. Peter Copple, Criminal Investigations, Youth Section, Calgary Police Service • Cpl. Greg Peters, Public Affairs & Information Directorate, RCMP, Ottawa • S./Sgt. Terry Nicholls, Community Policing Development Centre, OPP, Orillia.

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j

's

NATlIONAL IVIIAIL-OUT SU VEY METHODOLOGY

1

Definitions: • Community groupings : Statistics Canada municipal size categories were followed to assist in the

sample selection for the surveys and for the reporting of the findings:

#1 100- 2,499 #2 2,500 - 4,999 #3 5,000 - 9,999 #4 10,000 - 24,999 #5 25,000 - 49,999

50,000 - 99,999 #7 100,000 - 249,999 #8 250,000 - 499,999 #9 500,000 and above

• Region: BC, Prairies, Ontario, Quebec and Maritimes. • Police agencies: RCMP, SQ, OPP detachments and MUNICIPAL agencies • Community Partners: individuals or agencies within a community that the police agency identified

as having developed a partnership with to promote 'Police Week'.

A list of all police agencies in Canada were obtained from the following sources: (a) by the population size of the municipality served from Statistics Canada, Police Administration (1995); (b) CACP active membership list; (c) OPP directory of detachments; and, (d) CPIC listings.

Surveys were mailed to 200 police agencies across Canada. This resulted in a response rate of 58%, or 116 returned surveys. Eight weeks were allowed for completion of the surveys before data entry commenced. Six surveys were returned following the deadline date and therefore, were not included. The Response rate from the surveys was well distributed across the country and can be treated as representative. The surveys were sent to Police Chief' s/Directeur' s and Officers in Charge of RCMP, OPP and Surété detachments.

DISTRIBUTION OF MAIL-OUT SURVEYS AND RESPONSE RATES BY THE SIZE OF COMMUNITY SERVED, REGION AND AGENCY (N-116)

MUNICIPALITY NUMBER RESPONSE REGION NUMBER RESPONSE POPULATION SIZE SENT RATE SENT RATE

500,00 & ABOVE 9 100% B.0 46 63% 499,999 -250000 8 63% PRAIRIES 61 59% 249,999 -100,000 16 100% ONTARIO 42 74% 99,999 - 50,000 24 63% QUEBEC 30 37% 49,999 - 25,000 18 94% MARITIMES 21 43% 24,999 - 10,000 44 55%

9,999 - 5,000 53 43% AGENCY

4,999 - 2,500 18 33% RCMP 100 62%

2,499 - 100 10 10% SQ 10 20% TOTAL 200 58% OPP 20 60%

MUNICIPAL- ENGLISH 50 62% MUNICIPAL- FRENCH 20 45%

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TELEPHONE SURVEY METHODOLOGY (N=39)

Police, the Board of Directors of CPA and Community Partners were the sources of information. A list of all police agencies in Canada was obtained from the previously mentioned sources; the CPA provided a list of their membership and the Provincial Associations; the RCMP provided a list of their Crime Prevention Directors; and, a list of the community partners was obtained from the responses to a question in the mail-out and telephone surveys.

The sample included:

Police (N= 18): • RCMP Crime Prevention Directors (n=3) • RCMP detachments (n=5) • OPP detachments (n=2) • Surété Québec (SQ) detachments (n=2) • MUNICIPAL agencies (n=6)

Police Associations (N=7): • CPA Directors (n=2) • Provincial Associations (n=5)

Community Partners (N=14): • Community partners

A list of the telephone participants can be found in Appendix D.

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APPENDIX C: LITERATURE, INTERNET AND MEDIA REVIEW

POLICE WEEK REVIEW

This following review is based on using the indicators 'Police Week' to generate computer "hits". The content analysis included: (a) source of information; (b) date; (c) title; and, (d) detailed summary.

1. SOURCE: Canadian Police Chief Newsletter DATE: 1982-1990 TITLE: Canadian Police Week

CONTENTS

• A series of announcements regarding National Police Week were inserted yearly in the Canadian Police Chief Newsletter. There was little variation in the statement from year to year, with emphasis being placed on community relations, crime prevention, safety, and order. Packages, usually consisting of posters presenting the year's theme, were distributed by the Ministry of the Solicitor-General either directly to each police department or through the CACP or the RCMP. Recognition of outstanding police service started to become emphasised in 1986 with the announcement of the awarding of the Police Exemplary Service Medals during Police Week. A brief historical synopsis of Police Week is also offered, tracing it's beginnings in 1970 with the CACP through it's evolution to current times.

2. SOURCE: Ministry of the Solicitor;General DATE: May 1992-1995 TITLE: National Police Week

CONTENTS

• In this series of general announcements by the Ministry of the Solicitor-General regarding Police Week the history, purpose, and themes of the celebration are presented. There is very little deviation in the release from 1992-1995, with the importance of strengthening police-community relations being emphasised, with exceptions of the specific themes: Working Together as a Community/La Police et Vous: Un travail d'Equipe; Year of the Family; Year of the World's Indigenous Peoples; and, Canada's 125 years of Confederation.

3. SOURCE: RCMP Gazette DATE: VOL. 47, No. 3, 1985 TITLE: Canadian Police Week

CONTENTS

• This article, written by the Chairman of the Canadian Police Week Committee, essentially provides an overview of the history and structure of Police Week as well as a description of the themes and materials that were available for Police Week 1985. Historically, it was stated that Police Week has offered the policing community the opportunity to communicate with the people they serve. Police

53

Week was seen as a means to encourage public co-operation, support, and respect for the police which ultimately will assist in preventing crime and the enforcement of law. Police Week activities are designed and marketed by the Police Week Committee which consists of representatives from the RCMP and the Consultation Centre of the Ministry of the Solicitor-General. It is this commâtee which develops the theme and resource material for the national initiative. Past themes have focused on alcohol/drug abuse, Lend-A-Hand, You and the Police, Support the Criminal Justice System, etc. The theme, Police and Youth, that was presented for Police Week 1985 was developed in conjunction with the United Nations International Youth Year. The theme was cited as being supportive of ongoing youth-oriented programs already in place in many police operations across Canada. The materials that were prepared included a banner, which read "Police Week - International Youth Year 1985", a set of four theme posters which depict police involvement with youth in four areas: sports, schools, work experience, and daily activities. A wall sized calendar was also provided. Public Service Announcements were developed to support the program which were released for radio play prior to and during Police Week.

4. SOURCE: RCMP Gazette DATE: VOL. 51, No. 5, 1989 TITLE: A Police Week Project

CONTENTS

• This article describes an exercise set up by Saskatchewan RCMP and the Kenaston School in Hanley which was conducted during Police Week. A fictional series of crimes were developed by the police which were to be solved by Grade 9 students, acting as "investigators". The students were challenged to solve various crimes based upon clues left at the "scene", witnesses, and background information. Students were required to use proper police and court procedures with regards to the collecting of evidence, the questioning of suspects, and the laying of charges. The RCMP member provided guidance and assistance to the students, while, at the same time, significantly increasing the profile of the force. The experience was deemed a positive one by teachers and close to 90% of students.

5. SOURCE: RCMP Gazette DATE: VOL. 53, No. 1, 1991 TITLE: Who Stole the Pig?

CONTENTS

• The Vancouver Police Department utilised the Thirteenth Annual Children's Festival, which coincided with Police Week, as an opportunity to offer information and presentations to the public, specifically children. A tent was erected on the festival grounds which housed the police presentations. The School Safety Patrol robot greeted children entering the tent with a video presenting a Crime Stoppers message. The video presented the children with a crime which they had to solve following the five clues that were available. Every child which completed the puzzle was presented with an official Vancouver Police Junior Detective identification card. Approximately 35 000 parents and children participated in the display during the Festival. The festival organiser and parents both stated that the display was "the best thing at the festival". Also on display were a patrol car and a motorcycle, as well as demonstrations by the Dog Squad.

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6. SOURCE: National Joint Committee Semi-Annual Meeting DATE: May 12/1993 TITLE: Notes for a speech by the Solicitor-General of Canada Honourable Doug Lewis to the National Joint Committee Semi-Annual Meeting

CONTENTS

• A brief reference was made to the fact that the date of the meeting also coincided with Police Week. The speaker continued by explaining that every year police services across Canada dedicate a week to reinforce ties with the community. Furthermore, it was stated that the theme of Police Week 1993 was developed in conjunction with the United Nations Year of the World's Indigenous People.

7. SOURCE: Ministry of the Solicitor-General DATE: May 1993 TITLE: On the occasion of Police Week in Canada - Monique Tardif, M.P.

CONTENTS

• An emphasis is placed on the police's role in society which is constantly in a state of flux. Police Week was seen as an opportunity to fu rther the development of ties between the police and the community while providing an opportunity for the community to show support and offer recognition to the police for their work in the communities. The importance of Community Policing and developing crime prevention initiatives were stressed, emphasising the police's ability to evolve away from a reactive approach towards more proactive policing.

8. SOURCE: Sunday Regional Advertiser DATE: May 15, 1994 TITLE: Police Week

CONTENTS

• This twenty page newspaper supplement is dedicated entirely to Police Week activities in the Dawson Creek area. A letter of support from the mayor introduces the themes of Police Week, encouraging the community to participate in the week's activities. The supplement is extremely supportive of police efforts, with a number of advertisers offering thanks to the police. A history of the development of the RCMP in the Dawson Creek area is presented, along with photographs of all detachment members and auxiliary staff. Short articles outline police successes, with an emphasis being on Community Policing initiatives. A number of crime prevention programs which are available through the police or referral are outlined (i.e. Block Parents, Child Identification).

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9. SOURCE: Sunday Regional Advertiser DATE: May 14, 1995 TITLE: Police Week

CONTENTS

• This twelve page newspaper supplement focuses on Police Week activities in the Dawson Creek area. Messages from the mayor and Detachment Commander outline crime prevention themes and encourage citizens to get involved, not only with Police Week, but with crime prevention, in general. Photographs of all detachment members and auxiliary staff are included, along with brief descriptions of available crime prevention programs.

10. SOURCE: - Police Educators Conference DATE: June 1/1995 TITLE: Speaking notes for Patrick Gagnon, MP Parliamentary Secretary to the Solicitor-General of Canada

CONTENTS

• This speech was prepared for the Police Educators Conference in Fredericton, New Brunswick in 1995. The contents of the presentations generally focused upon the relationship between police and the community, and the importance of fostering communication and understanding. A brief referral to Police Week was made regarding the poster released for that year: Working Together as a Community.

11. SOURCE: The County Chronicle DATE: May 6, 1996 TITLE: RCMP Police Week

CONTENTS

• A description of Police Week activities organised by the Riverview RCMP is presented in this insert. The week's activities begin with a parade involving the RCMP, Kinsmen/Kinettes, Riverview High School, and Crreater Moncton Crime Stoppers among others. Other Police Week activities include a luncheon with the police, civic employees, and members of the local media; a Student Work Experience Day during which Riverview High School students spend the day working with RCMP detachment officers; and, a RCMP Long Service Medal Presentation held in a local seniors' residence.

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12. SOURCE: The Victoria Times Colonist DATE: May 8/1996 TITLE: RCMP plans child ID clinic with help of Block Parents

CONTENTS

• Announcement of a two-day child identification clinic organised by the RCMP and the Block Parents Association to be held at the CanWest Shopping Centre. Parents are given the opportunity to have their children fingerprinted, while volunteers provide information. The RCMP will have a display outlining programs available to the public, and Drug Enforcement O fficers will be available to answer questions.

• Tours of the Western Communities detachment will be offered to the public during Police Week, offering the public an opportunity to look at the cells, breathalyzer equipment, etc.

13. SOURCE: Sunday Regional Advertiser DATE: May 12, 1996 TITLE: Police Week

CONTENTS

• Included in this supplement is a message of support from the Mayor and Council of the City of Dawson Creek, along with a detachment profile and mission statement from the RCMP Detachment Commander. Pictures of all detachment memb ers and auxiliary staff are included in the supplement.

14. SOURCE: The Ponoka Herald DATE: May 13, 1996 TITLE: Crime Prevention Week, May 12-18

CONTENTS

• Tips on business security and personal safety were presented in an announcement of Alberta Crime Prevention Week. An emphasis on drinking and driving prevention and enforcement was the theme of this year's campaign.

15. SOURCE: Internet (http://www.peelpolice.gov/pw1996.html) DATE: last updated 5/8/96 TITLE: Police Week 1996

CONTENTS

• A comprehensive list of Police Week activities organised by the Peel Regional Police Service are outlined in this document produced by the Peel Regional Police. Activities include displays, demonstrations, workshops, fund-raising events, barbecues, musical entertainment, as well as designated children's events such as face painting, balloons, magic shows, clowns, etc. Community involvement was deemed a priority, with events focusing on entertainment as well as information and education. Open houses in the various detachments were offered to the general public, providing a

57

look at a variety of police equipment and procedures. Police representatives stated that the Open House had proved to be extremely successful through the years, specifically in allowing local residents to meet police officers in their community and see the work being done on their behalf.

Sponsorship of events was shared by a number of agencies, both public and private, including the RCMP, OPP, the Ministry of Transportation, the Canadian Armed Forces, as well as community service groups and municipal government.

16. SOURCE: Montreal Gazette DATE: May 9/1996 TITLE: Gang of youths hits store: One arrest after $900 in clothing taken

CONTENTS

• A list of Police Week activities is provided which includes: a car engraving operation; performances by the Montreal Urban Community Police Orchestra; mini-workshops presented by RCMP and MUC transit police; and, an information kiosk set up in the parking lot of a Canadian Tire store.

17. SOURCE: Montreal Gazette DATE: May 9/1996 TITLE: Local cops gear up for National Police Week

CONTENTS

• A complete listing of Police Week activities for three separate police detachments is provided. Activities include: booths in local shopping centres; demonstrations and displays of police techniques and equipment; child-identification clinics; engraving of car windows; community fair participation; charity softball games involving local politicians and members of the business community; workshops on such topics as home safety, drug abuse, bicycle safety, Neighbourhood Watch, and Block Parents; as well as, an evening of intercultural exchange where guest speakers will discuss the policing techniques in a variety of countries.

18. SOURCE: Ministry of the Solicitor-General DATE: May 10/1996 TITLE: Solicitor-General Herb Gray marks Police Week, May 12-18

CONTENTS

• The Minister emphasises the importance of a good working relationship between the police and the community. Police Week was considered an opportunity to further develop these ties while also providing a forum to showcase the results of successful initiatives which foster these communication and collaboration themes.

58

19. SOURCE: The Spectator (Burlington) DATE: May 11/1996 TITLE: Police Learning to do More with Less

CONTENTS

• This excerpt from a report prepared for Police Week by the Co-ordinator of Education Services for the Halton Regional Police Service emphasises Community Policing as an important method of reducing crime in the community while at the same time coping with a continually shrinking pool of resources. A greater communication between police and the community was emphasised, as well as education. The need for a preventative approach when dealing with crime was discussed, an approach which called for a collaborative effort between the community and the police. The article discussed many of the initiatives which have been undertaken by the Halton Regional Police Service, which include: Community Consultation Committees which deal with various issues including rape, victim services, anti-drinking, and seniors issues; an extensive liaison program with the local schools; and, the PEACE (Police Ethnic and Cultural Education) Program which provides selected high school students with the opportunity to spend the summer with the Halton Police. Community Policing was seen as a vital means to have an effect on crime within the community. It was emphasised that the police are the public and the public are the police and fostering that approach is key to developing the support which is needed from the community.

20. SOURCE: Leamington News DATE: May 14/1996 TITLE: The Police Beat

CONTENTS

• Announcement of an open house and tours for the public during Police Week by the Leamington Police.

21. SOURCE: The Spectator (Hamilton-Wentwo rth) DATE: May 14/1996 TITLE: Officers Put out the Welcome Mat: Centre Mall latest Venture into Community Relations

CONTENTS

• Police Week was utilised as a vehicle to promote the opening of a Community Police station in east Hamilton's Centre Mall. Citizens and mall representatives were cited as being supportive of the initiative, which was seen as an important step in the department's policy of Community Policing.

• Thirty police officers were recognised for long service, while thirteen others were honoured for recent promotions.

59

22. SOURCE: Kingston Whig-Standard DATE: May 17/1996 TITLE: caption only

CONTENTS

• The OPP and RCMP set up a display in the Kingston Centre to better acquaint people with Police Week Services and activities. A young boy is shown trying on the helmet worn by members of the city police's Emergency Response Team.

23. SOURCE: Canada NewsWire - Internet (http://www.newswire.ca .../may1996/06/c0717.html) DATE: May 1996 TITLE: Peel Police - Police Week at Meadowvale Town Centre

CONTENTS

• The Peel Police focus on bicycle safety for this Police Week activity at a Mississauga mall. Two bicycles were donated by the local Kiwanis Club to be used as prizes for a free draw. In order to participate in the draw children are asked to watch a video and answer questions concerning bicycle safety. A bicycle inspection station was also available which provided tips for both bicycle safety and operation. Also, the Kodak Child Identa Kit was made available to parents. This kit provides parents with a wallet sized identification card with a picture of their children. A number of other community organisations (i.e. The Cadet Organisation Police School, and the Peel Children's Safety Village) had also set up displays in accordance with Police Week activities.

24. SOURCE: Internet (http://www.uwindsor.ca/police/pweek.html DATE: 1996 TITLE: Police Week 1996

CONTENTS

• An announcement that the Windsor Police Service will have numerous displays in conjunction with the RCIVLP, OPP, Canada Customs, and a variety of other local police departments during Police Week. Representatives from US Customs and the Detroit Police Force will also be present.

25. SOURCE: Internet (http://saturn.execulink.com/wpf/comrel.htm) DATE: 1996 TITLE: Woodstock City Police Presented Police Week at the Woodstock Market Centre

CONTENTS • A description of Police Week activities presented by the Woodstock City Police is listed in this file.

The public was invited to view displays set up in the Market Square, presented by the Woodstock City Police, the OPP, Woodstock Fire Department, Woodstock Museum, Woodstock Ambulance Service, and Crime Stoppers. A number of presentations were available for public viewing focusing on such issues as impaired driving, street proofing, business safety, and home protection. A variety of police-related live performances were presented in association with the Woodstock Little Theatre.

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REVIEW OF

OTHER ARTICLES T i T REINFORCE THE POLICE WEEK CAIVIPAIGN GOALS AND ACTIVITIES

The following analysis was based on computer "hits" using the key words 'International Police Week', 'police relations', 'police community relations', and 'police public relations'. Several articles were found and the ones relevant to the Police Week campaign goals are reviewed including (a) title; (b) date; (c) media type; and, (d) information source.

I. TO ACT AS A VEHICLE IN WHICH TO REINFORCE TIES WITH THE COMMUNITY

TITLE: Community, police work together DATE: VOL. 51, No. 9, 1989 MEDIA TYPE: magazine INFORMATION SOURCE: RCMP Gazette

CONTENTS:

• OPP officers in Port McNicoll reported they actively practise Community Policing. The officers act as "police generalists", handling everything "from criminal investigations and traffic enforcement to family problems". Responsibility for developing strategies to handle problems lay on both the police and the community.

TITLE: Police Community Relations on a Shoe String Budget DATE: VOL. 52, No. 2, 1990 MEDIA TYPE: magazine INFORMATION SOURCE: RCMP Gazette

CONTENTS:

• An emphasis is put on public relations and crime prevention as effective means of: reducing certain types of criminal activity; educating the general public, raising their level of awareness toward police and policing concerns; assisting in making the community a safer place to live; and, enhancing the overall image of the police agency in the community.

61

TITLE: Moser River Mountie to help residents face feud DATE: October 15/1993 MEDIA TYPE: newspaper INFORMATION SOURCE: Daily News (Halifax)

CONTENTS:

• The RCMP provide the services of an officer to help resolve issues and mend wounds in a small Nova Scotia community.

TITLE: Race relations plan embraced: Police encouraged to build DATE: November 23/1993 MEDIA TYPE: newspaper INFORMATION SOURCE: Kitchener-Waterloo Record

CONTENTS:

• An initiative attempting to improve race relations between the police and the community was being implemented.

TITLE: RCMP taking inside track with native community DATE: October 11/1994 MEDIA TYPE: newspaper INFORMATION SOURCE: Victoria Times Colonist

CONTENTS:

• Two RCMP officers are deployed to a community which had lacked formal law enforcement up until this time. The police officers, stationed in Ahousaht, plan to perform a wide range of duties from teaching youth how to drive to working closely with the band council and its justice committee to develop means of dealing with the problems facing the community.

TITLE: Community Policing in the new OPP DATE: June 1995 MEDIA TYPE: magazine INFORMATION SOURCE: The OPP Review

CONTENTS:

• The concepts behind Community Policing are presented, with clear instruction on how police departments can change to better facilitate and utilise Community Policing techniques.

62

TITLE: 'Fort Apache' winning respect with new police boss at helm DATE: January 27/1996 MEDIA TYPE: newspaper INFORMATION SOURCE: Toronto Star

CONTENTS:

• Positive results were being seen in 51 Division on year after Staff Inspector Bill Blair assumed control. Blair stated that there was "more optimism about police at 51 Division than there was a year ago". Citizens stated that relations had improved but that there was a significant history of suspicion and hatred of the police within the community

TITLE: Ethnic police squads praised by some, called racist by others DATE: January 28/1996 MEDIA TYPE: newspaper INFORMATION SOURCE: Toronto Star

CONTENTS:

• The establishment of the Asian Investigative Unit and the Black Organised Crime Squad is seen by some as a positive move towards greater understanding between the police and the community. Others protest the units, citing their creation as a racist exercise. The Metro Police state that these units have facilitated an increased exchange of information within these specific ethnic communities.

TITLE: Policing committee: Program helpers honoured DATE: February 8/1996 MEDIA TYPE: newspaper INFORMATION SOURCE: Windsor Star

CONTENTS:

• Three community organisations and one business were honoured by Colchester North Township's Community Policing committee for contributions to public safety.

TITLE: Teen centre: A place to call their own DATE: February 19/1996 MEDIA TYPE: newspaper INFORMATION SOURCE: Windsor Star

CONTENTS:

• A teen centre is developed and opened as a result of a meeting of a Community Policing Partners town meeting. The centre was created to provide activities for youth within the community. Teens in

63

Harrow and Colchester South Township stated that they were "excited" about the prospects of the teen centre.

TITLE: Community Policing: Bus safety targeted DATE: February 21/1996 MEDIA TYPE: newspaper INFORMATION SOURCE: Windsor Star

CONTENTS:

• As a means of better maintaining bus safety, the Sandwich South Community Policing committee sent a letter to the two county school boards as well as the local bus companies as a means of obtaining information regarding problem intersections and roads in the township.

TITLE: New work project for youth targets graffiti, posters DATE: June 26/1996 MEDIA TYPE: newspaper INFORMATION SOURCE: The Gazette (Montreal)

CONTENTS:

• A proposal to hire youth to remove illegal posters and graffiti in five target areas in Montreal was announced. The police hope that a strong message against vandalism against property is sent.

TITLE: Etobicoke lights up to fight crime DATE: August 6/1996 MEDIA TYPE: newspaper INFORMATION SOURCE: Toronto Star

CONTENTS:

• Police and residents of Etobicoke are participating in the National Night Out crime-fighting campaign. Residents were asked to turn on porch lights and go outside as a way of showing support for the project. The campaign was designed to "heighten awareness of crime and drug concerns, generate support for local anti-crime efforts, and strengthen neighbourhood spirit and police-community relations.

64

2. TO HONOUR POLICE OFFICERS FOR THE PUBLIC SAFETY AND SECURITY PROVIDED TO COMMUNITIES

TITLE: We're happy with our police DATE: August 16/1994 MEDIA TYPE: newspaper INFORMATION SOURCE: Winnipeg Free Press

CONTENTS:

• The Winnipeg Police released the results of a survey which stated that of 732 residents, 87 percent gave the police a good or average rating on approachability, while 85 percent said that the police do a good job of enforcing the law. It was stated that "Winnipeggers see their police officers as friendly, helpful folk who come when called".

TITLE: Proud to see police help lady DATE: January 25/1996 MEDIA TYPE: newspaper INFORMATION SOURCE: Edmonton Journal

CONTENTS:

• An Edmonton police officer is praised for showing personal care and compassion with an elderly member of the community.

TITLE: Mountie honoured for work with kids DATE: June 20/1996 MEDIA TYPE: newspaper INFORMATION SOURCE: The Winnipeg Free Press

CONTENTS:

• Announcement that a Selkirk RCMP officer was chosen to receive the IODE Community Relations Award for his work with underprivileged kids from across Manitoba.

65

3. TO PROMOTE THE WORK POLICE DO IN THEIR COMMUNITIES

TITLE: Community policing has put a dent in Red Deer crime scene, police officials say DATE: December 1/1993 MEDIA TYPE: newspaper INFORMATION SOURCE: CF' Wire

CONTENTS:

• Statistics report that the crime rate had dropped 5.5 percent compared with the previous year. This significant reduction is attributed to community policing efforts (i.e. Neighbourhood Watch, school programs, Community Trail Watch, and Block Parents) within the community.

TITLE: Decade of anniversary celebrations in the Yukon DATE: May 28/1994 MEDIA TYPE: television INFORMATION SOURCE: CTV News

CONTENTS:

• Announcement of the events surrounded with the 100th birthday of the RCMP in the Yukon.

TITLE: High-school blue; Constable Bilodeau goes to work each day at a Longueuil high school as part of a Community Policing project. Parents, teachers, and students feel the school is now a safer place DATE: November 25/1995 MEDIA TYPE: newspaper INFORMATION SOURCE: Montreal Gazette

CONTENTS:

• Staff and students of a Longueuil high school support a police presence within the school. It was stated that this type of interaction has allowed for the breaking down of a lot of stereotypes and barriers between young people and the police.

66

TITLE: Teens: Cops OK, after all DATE: January 30/1996 MEDIA TYPE: newspaper INFORMATION SOURCE: Vancouver Province

CONTENTS:

• Teens show support for a Mountie mentoring program aimed at troubled youth. The program provides a one-on-one environment for youth who need direction. The program was funded through the force selling the marketing license for its horse-and rider motif to Disney Inc., an arrangement which had pumped $250 000 into the force's non-profit organisation at the time of release.

TITLE: Ethnic groups urge retaining police unit DATE: February 7/1996 MEDIA TYPE: newspaper INFORMATION SOURCE: The Globe and Mail

CONTENTS:

• A spokesperson for Metro Toronto's ethnic communities stated that if Metro Toronto Police carried through with plans to scrap the community services unit then they will "lose their lifeline to police services in their own language". Police officials claim that the elimination of the unit would coincide with the general move towards Community Policing by all members of the department, making front-line officers more responsible for dealing with all the communities.

TITLE: Community policing: Block program at risk DATE: February 7/1996 MEDIA TYPE: newspaper INFORMATION SOURCE: Windsor Star

CONTENTS:

• The Amherstburg area Block Parent program could be in jeopardy unless volunteers step forward to administer it.

67

4. TO INFORM THE COMMUNITY ABOUT THE POLICE ROLE IN PUBLIC SAFETY AND SECURITY

TITLE: The Media - Enemy or Ally? DATE: VOL. 43, No. 1, 1981 MEDIA TYPE: magazine INFORMATION SOURCE: RCIVIP Gazette

CONTENTS:

• This article stressed the importance of the police understanding how the media works in order to better present and prepare themselves. It was stated that through this understanding the media would ultimately portray a clearer image of the work that the police are doing in the community.

TITLE: Peel Police: Joint forces exhibit at home show DATE: October 21/1993 MEDIA TYPE: newspaper INFORMATION SOURCE: Canada News-Wire

CONTENTS:

• A joint display with the OPP, RCMP, and Peel Regional Police was erected at the Toronto International Home Show. Information on home and travel safety was the focus.

TITLE: Police chief to talk crime at community meeting DATE: January 22/1996 MEDIA TYPE: newspaper INFORMATION SOURCE: The Spectator (Hamilton-Wentworth)

CONTENTS:

• An announcement that the Hamilton-Wentworth Chief of Police will speak at a police community meeting. The Chief is scheduled to talk about Community Policing as well as answer any questions from the public.

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TITLE: Community came together for bike rally DATE: June 24/1996 MEDIA TYPE: newspaper INFORMATION SOURCE: The Kingston Whig-Standard

CONTENTS:

• The Community Policing Division of the OPP Kingston Township organised a bicycle rally as a means of encouraging bicycle safety while also raising funds for the OPP Bicycle Patrol and raising awareness concerning Community Policing.

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APPENDIX D: LIST OF PARTICIPANTS

Steering Committee • Ms. Colleen Wetmore, Ministry of the Solicitor General Canada, Ottawa, Ont. • Mme. Lise Lamontagne, RCMP, Ottawa, Ont. • Ms. Sari Velichka, Canadian Police Association (CPA), Ottawa, Ont. • Mr. Fred Schultz, Canadian Association of Chiefs of Police (CACP), Ottawa, Ont. • Ms. Barbara Stanley, Ministry of the Solicitor General and Correctional Services, Toronto,

Ont.

Evaluation Advisory Committee • S/Sgt. Terry Nicholls, OPP, Orillia, Ont. • Insp. Peter Copple, Calgary Police Service, Alta. • Cpl. Greg Peters, RCMP, Ottawa, Ont. • S/Sgt. Ross Fisher, RCMP, Surrey, BC

Proiect Authority • Mr. Chris Damico, Ministry of the Solicitor General Canada

RCMP Contract Advisor • Ms. Brenda Smith, RCMP, Ottawa, Ont.

Retrospective Interviews • Sgt. Lew Penney, RCMP, Ottawa • Mr. Dean Jones, RCMP, Ottawa • Mr. Jim Walker, former Chief Supt. Public Affairs, RCMP, Ottawa

- Tele hone Survey • Mr. John Rodey, President, Community County Radio Club, Sarnia, Ont. • Mr. Clinton Ogden, Co-ordinator, Radio Emergency Action Citizens Team (R.E.A.C.T.),

Sarnia, Ont. • Ms. Susan Yaskew, Co-ordinator, Victim Services, The Pas, Man. • Ms. Bernice Leduc, Manager, Dawson Mall, Dawson Creek, BC • Mr. Ron Fisher, Office Manager, Insurance Corporation of B.C. (ICBC), Port Alberni • Mr. John Lemas, President, Community Crime Prevention Association, Stoney Plain, Alta. • Ms. Julie Tuepah, Principal, St. Francis of Assisi Elementary School, Orleans, Ont. • Mr. Gordon Dawson, President, Kiwanis Club, Peterborough, Ont. • Supt. Robert Dejiuli, Canada Customs, Niagara Falls, Ont. • Mr. Jim Burns, Knights of Columbus, Peterborough, Ont. • Ms. Norma Morrow, Manager, Hotel Saskatchewan, Regina, Sask. • Mr. Randy Van Dean, Owner, McDonald's Restaurant, Selkirk, Man. • Ms. Della Neville, Block News, Peace River, BC • Ms. Pat Dracud, Volunteer Co-ordinator, Head Injuries Association of Niagara, Niagara Falls,

Ont.

70

Police - Telephone Survey • Cst. Garth Mitchell, RCMP, Charlottetown, PEI • S/Sgt. R. Fisher, RCMP, Surrey, BC • Cst. Herb Martell, RCMP, Sydney, Nova Scotia • Cst. Gary Lee, RCMP, Brandon, Manitoba • Sgt. A. J. Beselt, RCMP, Estevan, Sask. • Cpl. Phil Drake, RCMP, Halifax, Nova Scotia • Sgt. Al O'Donnell, RCMP, Whitehorse, Yukon • Insp. Lorne Smith, RCMP, Vancouver, BC • Cst. Bob Paterson, OPP, Caledon, Ont. • Cst. Grant Ayers, OPP, Hearst, Ont. • Sgt. Jean Babin, SQ, Baie Comeau, Québec • Cpl. Gyslain Blanchette, SQ, Rouyn, Québec • Insp. Pierre Brien, Laval Police, Québec • Sgt. Dean Albrecht, Edmonton Police Service, Alberta • Insp. Mike Sale, Metro Toronto Police Service, Ontario • Cst. Mike O'Hagan, Sarnia Police Service, Ontario • Cst. Glen Moores, Royal Newfoundland Constabulary, St. John's, NFLD • Insp. Chris Offer, Vancouver Police Department, BC • Mr. Jim Davidson, President, Manitoba Police Association, Winnipeg, Man. • Mr. Gaetan Delisle, President, RCMP Members Association, Ontario & Québec • Mr. Neal Jessop, President, Canadian Police Association, Windsor, Ontario • Mr. Grant Obst, Vice-President, Canadian Police Association, Saskatoon, Sask. • Mr. Brian Adkin, President, Ontario Provincial Police Association, Barrie, Ont. • Mr. J.W. Ross, Executive Director, Police Association of Nova Scotia • Mr. Ted Doncaster, President, New Brunswick Police Association

Police - Mail-out Survey • The participants were anonymous.

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J APPENDIX E: REFERENCES

Fitz-Gibbon, C. & Morris, L. (1987). How to Design a Program Evaluation. Beverly Hill, CA., Sage Publications.

Jackson, W. (1988). Research Design Methods: Rules for Survey Design and Analysis. Toronto: Prentice-Hall.

Krijcie, R. & Morgan. W. (1970). How to Randomize. Washington, DC. National Education Association.

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