The relationship between young people and the police is fraught with mistrust, sweeping generalisations, and negative experiences, so what needs to be done when trying to recruit 18 - 24 year olds to the police force?

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When it comes to careers, there are stand out aspects the younger generation believe in and are passionate about. Things such as authenticity, purpose, and driving change for the better.

 

The recruitment campaign employs text-heavy advertising, empowering viewers emotionally

with the objective to re-evaluate their perception of the police. It aims to inspire individuals to recognise their potential to drive change from within the force and tackle issues they care about.