A previous campaign, before our involvement, hadn’t attracted the quality of applicants desired by Victoria Police and PSOs were receiving negative press. So, we had two tasks: to attract a better class of applicant, more of them, and also convince the public of their value.
This idea was born when we spotted the PSOs in their highly visible yellow vests. This lead to the line ARE YOU READY TO STAND OUT? A question that not only worked in a literal sense, but also challenged potential applicants to ask themselves whether they had the necessary qualities to protect Melbourne’s rail commuters.
The campaign attracted 1.55 million website visits, with a massive 26 700 applications being received. Ultimately, 940 PSO’s were employed – meeting the target a full 9 months ahead of schedule.