The Brand Agency campaigns for more Police
The Brand Agency has launched a new integrated campaign to help the Western Australia Police recruit an additional 400 police officers and 150 more police auxiliary officers by 2016/2017.
WA Police needs officers with the right kinds of skills and desired attributes of resilience, good communication and decision making skills, ability to deal with confrontation and mediate situations, equally as important as physical fitness, readiness and a desire to ‘make a difference’. The new campaign therefore shows people who are problem solvers with good conflict resolution skill, resilience and empathy, among other critical traits.
The campaign is driven by a suite of three films to be appear on television and online media, supported by radio, out of home, social media and community engagement.
Each film depicts everyday people reacting to three key areas of concern to WA Police, being that of theft from a motor vehicle, domestic violence and traffic incidents, to encourage people with the above attributes to apply to become a police officer, reinforcing it is not a job for everyone. Each scenario asks the viewer, “do you have it in you to be the difference?” and ends with the WA Police call to action, Step Forward.
The campaign will run until June 2016. It was created by Craig Buchanan, Steve Straw and David Donald, and directed by Perry Westwood through Exit Films.
Credits
Client: Neil Stanbury, Carmel Condemi and Beth Naylor
Strategy and Account Management: Morgen Lewis and Sandra De Witt
Creative: Craig Buchanan, David Donald and Steve Straw.
Agency Producer: Gemma Kay
Media Planning and Analytics: Angela Naaykens and Eva-Victoria Bates
Production Co: Exit Films
Director: Perry Westwood
Producer: Beatrice Masia
Sound Design: Brainestorm
Post Production: First Light Digital and Fin Design + Effects