L.A.P.D.
Do good
Client
L.A.P.D.
Objective
Recruit quality police officer candidates.
Role
Strategy, Copywriting, Creative Direction
Solution
L.A.P.D. officers perform quiet acts of heroism every day. By memorializing hundreds of these acts all over Los Angeles at the very locations they took place, this award-winning campaign not only shifted perceptions of current officers, it helped attract the right kind of recruits in the first place: those who valued good old-fashioned civic duty over gun-toting machismo.
"RECRUITMENT ROSE DRAMATICALLY. AND BY BLANKETING LOS ANGELES WITH HUNDREDS OF BILLBOARDS SIMULTANEOUSLY, THE CAMPAIGN LAUNCH BECAME ITS VERY OWN MEDIA EVENT."
