The Western Australia Police Force’s Let’s Join Forces brand has launched a major new recruitment campaign, created by Gatecrasher Perth and directed by Scoundrel’s Ariel Martin, to help fill the ranks across the State.
“The brief was to develop a platform that would elevate and differentiate the career in a cut-through way,” said Gatecrasher MD Tony Scampoli.
“To inform the development of the campaign, we interviewed and surveyed well over one hundred officers in the WA Police Force. The access we were given to top officers in the force was quite remarkable.”
Gatecrasher Creative Partner, Adam Barker, said: “What we learned through that process is that while policing requires an amazing diversity of people, there is a powerful unifying truth about the role. That policing is fundamentally about people. Whether this means bonding with and trusting the people you work alongside, or understanding and empathising with the people you’re protecting. Police have to be (or learn to be) extremely good ‘people-people’.”
This insight is what led to the campaign theme, ‘Police are looking for people like you’.
The campaign humanises the role of policing and reflects the variety of roles, and duties experienced by police every day.
It is persuasive yet true to the core of what the job entails and it enables people to see the true potential in choosing a career in the WA Police Force.
The logistical challenge involved in pulling the campaign together was a testament to the absolute commitment and professionalism of the client marketing team who had to find over 50 officers to appear in the video, not to mention wrangling the vast inventory including helicopters, boats, cars, drones, robots and the TRG Bearcat.
“We can’t praise the work of film director Ariel Martin enough in bringing the idea to life. All of the police roles were filled with real officers who Ariel managed to get great performances out of. His gift for comedy is evident throughout the commercial.”
“At a time when other law enforcement jurisdictions in Australia and around the world are struggling to attract recruits, we are growing the Western Australia Police Force. The new Let’s Join Forces ‘People Like You’ campaign is the next phase of our continued efforts to recruit the very best people to embark on a rewarding and diverse career with the WA Police Force,” said Western Australia Police Force’s Media and Communications Director, Joey Catanzaro.
