Victoria Police is calling on empathetic young Australians to ‘Put Yourself Forward’ in a new recruitment campaign by Thinkerbell.
The campaign is designed to transform how Victorians perceive policing and convert those considering a career change into active applicants.
Research shows many potential recruits stall in their application submission due to process hesitation, social friction, or outdated perceptions of what policing involves.
To address this intention-action gap and make the path to joining more immediate, Thinkerbell developed a candidate-first idea that uses some of the actual traits and attributes required to successfully apply for a role as a police officer, in the ads themselves.
By showing everyday civilians choosing to step up, the idea demonstrates that anyone who naturally acts to help already holds the core qualities of a police officer, such as empathy, perception, and moral courage. Encouraging them to think differently about how their values align with those of Victoria Police.
A focus on engaging 18 to 36 year olds across metro Melbourne, regional Victoria, and culturally and linguistically diverse (CALD) communities meant developing an integrated, targeted communications strategy.
The body of work covers short form film, long form film, social, digital, OOH, radio and targeted communications that will roll out through a phased ecosystem over the next 12 months.
Victoria Police campaign manager Says Leigh Davies, Campaigns Manager at Victoria Police: “This campaign spotlights human, everyday values like compassion, perception, and courage. We want people to step into these moments, realise their values already align with ours, and take that next step to consider a career with Victoria Police.”
Thinkerbell national chief tinker Jim Ingram said: “Traditional recruitment ads focus on the organisation, telling people to ‘Join the Force’. ‘Put yourself forward’ turns that on its head by focusing entirely on candidate initiative and personal growth. We want people to participate in communications, helping them realise they just may already have what it takes to become a police officer.”
Credits
Client: Victoria Police
Creative: Thinkerbell
Media: OMD
CX: Thinkerbell
Production: FINCH
Director: Paula Morabito
Photography: Thom Rigney
