NYPD was looking for a new approach to attract college educated recruits to the NYC Police force. Over the last few years the city required an increasingly higher level of education. As result the recruitment required a different tactic. We suggested to portray the people at NYPD as someone they can identify with, approachable, educated and diverse, someone very much like them self. We featured several different profiles in terms of sex, ethnicity and interest, each one with a slightly different area of interest. [jcol/]Each of the profiles in our campaign had their own facebook page where potential recruits had the opportunity to ask questions and interact. In each of the ads we asked: Are you up for the job?
My role: Creative director
The campaign combined website, newspaper, OOH, radio, email and event marketing.