University undergraduates and a female officer network group are looking to challenge unconscious bias within forces and public stereotyping of certain roles in the service.

The joint venture by Warwickshire and West Mercia is designed to be a “myth-busting” recruitment campaign fronted by the women’s staff network for both forces and to encourage more females into policing.

The campaign, #UncoverYourPotential, is the first major project by the Women of Warwickshire and West Mercia (WOW) in conjunction with second year students from the Creative Media and Film Production course at the University of Worcester.

The campaign is centred on a video featuring officers and staff from a variety of roles. This will be supported by posters, social media and an education pack for all primary and secondary schools across Warwickshire, Shropshire, Herefordshire, Worcestershire and Telford.

Inspector Lucy Sewell said: “WOW aims to provide a support network for all women, whether officers, staff, special constables, apprentices or volunteers, and helps our women to fulfil their full potential and to work with others to progress diversity issues.

"We wanted to tackle general sexism within society and challenge unconscious bias both within forces and amongst the public regarding the stereotyping of certain roles in the police service.

"We also wanted to show the huge range of opportunities available to everyone if they join as we are about so much more than bobbies on the beat.

“We also hope that the campaign will encourage more women to join our forces.

“Our counties are increasingly diverse, and in order to have a workforce which reflects our communities and provides a better service to our public, we need more women to work with us, whether in frontline policing or one of our vital support staff roles.”

The video can be viewed from mid-day on Friday.

The campaign comes at a critical time for the two forces who officially end their seven-year alliance next Tuesday.