Nikita Mishra
Nov 1, 2022

Victoria Police asks if you could be more...

Struggling to attract new recruits after implementing the infamous Covid mandates, Victoria Police's launches new recruitment campaign with Wunderman Thompson.

Victoria Police asks if you could be more...

Victoria Police has launched a new recruitment campaign from Wunderman Thompson, Melbourne, the first piece of work since WT landed the Victoria Police’s creative account after a competitive pitch.

The campaign, ‘Made for More’, is a call to service for those in the Victorian community who know they are capable of more.

The campaign aims to inspire, motivate, and give confidence to applicants by calling out the values that are core to Victoria Police and common to all police officers. Embedded in the campaign are the unique skills that applicants can bring to policing, essential for making Victoria a safer place.

The messaging in the film shines a spotlight on inclusivity, safety, respect, and career progression, and makes the job position look benevolent and community oriented, a far cry from the shocking headlines which the department made in 2021 for the excessive use of force, brutality and tear gas to quell the Covid lockdown protests.

Steph Gwee, associate creative director, Wunderman Thompson comments on the current campaign: “To connect with our audience we needed to show the rewarding nature of joining Victoria Police and the many career paths open to them beyond their first year.”

“To attract more applicants to Victoria Police our campaign evolves in a considered and staged approach, from awareness through to conversion. With the applicant journey in mind throughout, we have shaped our communications accordingly to ensure we connect meaningfully.”

The campaign will run across TV, cinema, radio, press, OOH, digital and social media.

Credits

Creative Agency: Wunderman Thompson, Melbourne
Production House, MOFA: Directed by Joel Harmsworth
Sound: Squeeke Clean
Editing: ARC
Media: OMD

Source:
Campaign Asia

Related Articles

Just Published

1 hour ago

1000 Media: Can Nas Daily’s storytelling magic ...

Nuseir Yassin’s latest digital marketing company bets on fast, AI-powered, emotion-driven storytelling to help brands break through digital clutter—starting with India.

9 hours ago

Delicia Tan adds Singapore to remit in Edelman ...

Tan takes on an expanded role as CEO of Edelman Singapore, while retaining her leadership of Hong Kong and Taiwan, following Julia Wei's upcoming departure. In other Edelman news, Vorasit Turongsomboon has been appointed MD for Thailand.

10 hours ago

Selfie-obsessed humans can now match with shelter dogs

Cheil Worldwide's latest campaign uses AI to match humans with shelter dogs based on looks and personality. Ad Nut is baffled and judging you.

10 hours ago

'The holding company model has been broken for a ...

EXCLUSIVE: Fresh off two major acquisitions in 2024, Jamie Posnanski unpacks why the traditional agency-supplier model needs an overhaul, combating transformation fatigue, and why so few clients believe their agency models are fit for purpose.