In a move to scale up its recruitment efforts across the state, the latest campaign for South Australia Police via NATION sees 60+ officers working together to find the perfect fit of new recruits.
That’s the premise of the latest recruitment campaign, ‘You Belong In Blue’ by the Government Advertising and Insights Hub at Department of the Premier and Cabinet, launching across TVC, cinema, radio, outdoor and online this week.
The campaign shows the diversity of people, pathways and professions within SA Police, while highlighting how the organisation responds to complexity at any scale.
Jessica Lynch, director organisational development at South Australia Police said: “‘Find Where You Belong In Blue’ is more than a tagline – it reflects the very real challenge of recruiting frontline police at a time when it has never been harder.”
“As SAPOL reaches its authorised Police Establishment for the first time since 2018, launching ‘Find Where You Belong In Blue’ this week reinforces our ongoing commitment to recruitment and to creating safer communities for South Australians.”
She said it’s been “a privilege to work with SAPOL members, NATION Creative and the wider production team to showcase the diversity of roles available in a SAPOL career and tell an engaging, human story about modern policing and why it matters”.
Meanwhile, Nick Brz, creative director at NATION said: “‘Find Where You Belong In Blue’ is grounded in a strategic shift from broad awareness to precise value alignment.”
“After several years partnering on SAPOL recruitment, the brief evolved into identifying and engaging candidates whose personal values genuinely match the role, rather than simply promoting it. Working closely with the Government Advertising and Insights Hub and SAPOL, we unpacked what drives the right people, then built a platform that reflects the breadth of opportunity across the organisation.”
“This comes to life through a campaign that showcases the diversity of people, pathways and professions within SA Police, while demonstrating the organisation’s ability to respond to complexity at any scale.”
CREDITS
Client – Government Advertising and Insights Hub at Department of the Premier and Cabinet
Brand – South Australia Police
Creative Agency – NATION CEO – Greg Knagge Creative Director – Nick Brz Creative Team – Ollie Prenton, Alice McKenzie Project Director / Agency Producer – Greg Faull, Judi Oehme
Production Company – Passel Media Director/Editor – Stephen Packer Producer – Adam Camporeale
Locations – Jesse Goninon
Talent – TKO Management Photographer – Alex Robertson Audio Engineer – Justin Astbury
1st AD – Dion Vercher 2nd AD – Jasmine Leech DoP – James Haskard
1st AC – Angus Downer
2nd AC – Ella Burton Gaffer – Nic Datson
Lighting Assist – Jarrod Knoblauch, Andy Robertson
Grip – Django Nao
Grip Assist – Matt Caporaso
Drone Supplier – SA-UAVs
Drone Operator – Chloe Keen
Production Assistant – Frances Thyer
Sound – Lachlan Coles
HMU – Morgan Whickham
Wardrobe – Chloe Spalding
Production Designer – Fraser Whitehead
Unit – Joshua Jaeger
PA/First Aid – Frances Thyer
Colourist – Nicholas Hower
VFX Company – This is Not a Cult
VFX Artist – Francesco Cadoni
Additional VFX – Chris Daniels
