Be A Force For Good

Laptop showing The Age website with a Victoria Police 'Be a force for good. Now recruiting' banner ad beside the news

Wall of Victoria Police posters: 'Be a safeguard', 'Be a peace keeper' and 'Be a force for good. Now recruiting'

Newspaper mockup of the Victoria Police 'Be a force for good' ad: officers labelled team mate, safeguard, peace keeper

Newspaper spread with a Victoria Police recruitment ad, 'Be a force for good', showing officers as team mate and peace keeper

Be A Force For Good

Client

Victoria Police

Services

Strategy

Creative

Industry

Victorian Government

Deliverables

Broadcast Media

Radio

OOH

Print/POS

Digital

Be A Force For Good

About

Promoting pride in the badge.

Victoria Police wanted to increase the quality of applicants for police roles. Our strategy was to establish a sense of pride and an emotional connection with a career in the police force. We delivered a totally integrated campaign which was more effective than any previous recruitment drive in delivering quantity and quality of applicants.

Results

By the numbers.

The result was a truly integrated campaign which was more effective at driving both quantity and quality of candidates than any previous campaign. It also set a foundation to deliver against the Government’s promise of recruiting.