We realised that when joining Victoria Police, the job itself is only one (albeit important) aspect. Becoming a symbol in the community is just as important. We needed to find a way to not only recruit new cops, but also reassure the public that the government was taking a pro-active approach to crime prevention.
“Be a Force for Good” is more than a positive call to action. It’s a way of helping people appreciate the depth of skill, expertise, professionalism and empathy shown by the men and women of the force. As a campaign line, it allowed us to emphasise different aspects of the role, and put Victoria Police in a respected leadership role.