The Brief
The Western Australian Police challenged us with the massive task of recruiting over 950 new officers to the force within the space of just 12 months.
Due to the pressures and complexities of the application process, it was critical that the advertising attracted only the most appropriate candidates.
To attract the right people, the advertising had to strike the right balance between selling the 'fun' and excitement of the career, while also depicting the challenges of front-line policing.
The Solution
In developing the campaign, we interviewed and surveyed well over one hundred officers in the WA Police Force.
What the agency learned through that process is that while policing requires an amazing diversity of people, there is a powerful unifying truth about the role: Policing is fundamentally about people.
This insight is what led to the campaign theme: Police are looking for people like you.
Outdoor
Radio
The Outcome
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