The UK government is to launch a press advertising campaign designed to target pub and bar door staff, and encourage them to sign up to a new licensing scheme aimed at ridding the profession of its violent image. All of the 95,000 door staff employed by pubs, clubs and bars in England and Wales are required by law to be licensed by 2005, as part of the Security Industry Authority (SIA) initiative, although those in some regions must complete a training course this year. The advertising campaign, which will appear in titles such as Muscle & Fitness, Boxing Monthly and Combat Magazine, features the strapline 'Don't get the chop', with a picture of the credit card-style licence and contact details for the training scheme. Steve Sidaway, director of communications at the SIA, says: "The campaign will work hard to produce high levels of awareness and action across some audiences that are extremely difficult to reach."