A POSTER by a North-East police force telling parents children should not be scared of officers has gone viral with nearly 3.5 million views.

It was produced by Durham Constabulary's media and marketing team and was based on a similar campaign in the USA.

The aim is to change the way parents talk to their children about the police with the message that youngsters should see their local officers as people that will help them if they are in trouble rather than lock them up if they are badly behaved.

The poster features an officer from the Road Policing Unit and it seems his picture is causing quite a stir amongst the force's Facebook followers.

The poster was put on Facebook on Friday night and within 24 hours it had received 2.5 million views and over the weekend that has grown to somewhere near 3.5 million.

The officer said: “I am flattered by the attention it has received but at the heart of this is a very important message and whatever the reason, I'm just glad this message has reached so many people.

“Children should be taught from an early age that if they feel like are in danger and they need help they can approach an officer who will reassure them.

“I would hate to think that parents are telling their kids that we will take them to jail if they are naughty... we're not that scary.”