Ndaba Dlamini
7 September 2005
Johannesburg's metro police are working hard to promote South Africa as a secure place. About 1 200 metro officers have completed a Brand Champion programme designed to market the country as a safe destination for tourists.
The eight-week programme, held in June and July this year, was also designed to build a sense of national pride and understanding of their role as law enforcement agents "who are entrusted with safety and security in the economic hub of southern Africa".
Johannesburg Metro Police Department Chief Chris Ngcobo says he is excited about the project.
"We entered into an agreement with the International Marketing Council of South Africa (IMC) to market the country through the Johannesburg Metropolitan Police Department (JMPD).
"The officers were taught all about the concept of branding and how to take pride in their work. The programme has enabled us to market ourselves in a more effective manner," Ngcobo says.
Because of its high visibility and direct interaction with the residents of South Africa's biggest city, the department was a prime candidate for the programme, according to IMC CEO Yvonne Johnston.
National colours
The JMPD was established in 2001 to prevent crime, enforce by-laws and police road traffic in the city. Because of the distinctive uniforms and white and orange vehicles, the JMPD's colours have become one of the most recognisable symbols in Johannesburg.
The force, which has more than 2 500 members, has strived to restore public confidence in the inner city through visible policing. CCTV cameras have enabled it to cut substantially the number of muggings in the inner city.
"We have also introduced a campaign to popularise the South African flag. At the moment we are looking into integrating the national colours into our flag," Ngcobo explains.
As part of the training programme for new officer recruits, the brand champion programme has been incorporated into the JMPD Academy.
"The programme is designed to build national pride and to ensure that the attitudes and behaviour of the JMPD staff portray a consistent and sustained image in their interactions with members of the public," Johnston says.
Source: City of Johannesburg
