Challenge:

The NYPD had modernized their police force with “Community Policing.” And desperately needed to update the look, feel, and communication-style of their recruiting efforts to coincide with this new method.

Solution (Social, Digital):

First, we developed a “Join the Community” overall strategy for the initiative. Then, using only existing NYPD imagery, we crafted unique campaigns that celebrated the passion and impact people make for each of the divisions within the NYPD – School Safety Agents, Police Communications Technicians (911 operators), Cadets, and Traffic Enforcement Agents.

Results:

Not only did the approach impress the Commissioner (no small feat), the campaign exceeded the NYPD’s hiring benchmarks by 20%.