DPR&Co highlights challenges for Victoria Police ahead of Blue Ribbon Day
Victoria Police has shed a light on the challenges facing frontline police officers ahead of this year’s remembrance and fundraising event – Blue Ribbon Day, via advertising agency DPR&Co.
The announcement:
To date, a total of 174 Victoria Police officers have lost their lives upholding our laws and protecting our way of life, and for this year’s remembrance and fundraising event – Blue Ribbon Day (29th September) – advertising agency DPR&Co has created a campaign that literally shines a light on challenges faced by frontline offices every day on our streets.
The death of a Victoria Police officer in the line of duty is felt deeply across the force, but also by members of the Victorian community. The Blue Ribbon Foundation is a voluntary community group established to acknowledge this sacrifice.
As one of the Foundation’s flagship annual events, Blue Ribbon Day raises money to build emergency medical facilities in hospitals across the State that are named in honour of fallen Victoria Police officers.
“Blue Ribbon Day commemorates outstanding people who, along with their families, paid an enormous cost for their contribution,” said DPR&Co co-founder and principal, Phil Huzzard.
“For this years’ supporting media campaign, we wanted to illuminate the dangerous and difficult work frontline Victoria Police officers face every day. We felt that a strong creative campaign would help remind people of the sacrifice these men and women make and encourage them to support Blue Ribbon Day.”
DPR&Co co-founder and executive creative director, Richard Ralphsmith says the creative for this year’s campaign is fresh and compelling, using high impactful still images of officers at work on the front line, enhanced by a ‘parallax’ treatment that produces subtle shifts of perspective and lighting.
“The effect visually illustrates the drama of a ‘day in the life’ of a Victorian police officer while voice over scripts further remind people of the dangers and trauma faced on our streets.
“In one scene a streetlamp overlooks a darkened alley as police officers move in on a situation, while another shows officers considering tactical plans with flashing blue lights over their shoulders. In another, ominous clouds gather overhead while a distraught officer holds her head in her hand.
“The lighting treatment helps bring these moments to life, while illustrating some persistent memories many officers have to live with every day,” adds Ralphsmith.
Huzzard says DPR&Co has been providing pro bono and low-cost creative and production services to The Blue Ribbon Foundation since 2008.
“While production budgets are limited we’re proud of the way we’ve conveyed in an honest, and sometimes confronting, way the reason we must honour these fallen police heroes by donating and building positive monuments in their memory.”
“We’re honoured to have gifted our time and have enjoyed long-standing support from media to ensure our message is heard far and wide,” he concludes.
The media campaign, negotiated by Swifty Media, will run throughout the month of September across television, radio, newspapers and out of home.
Blue Ribbon Foundation chairman, David Mann, says the creative and media support provided from partners like DPR&Co and Swifty Media has amplified the achievements of the Foundation.
“Since we started raising funds, we’ve built almost 70 facilities across Victoria. This just wouldn’t have been possible without the emotive and far-reaching promotion our partners have provided.”
Credits:
Agency: DPR&Co
Writer/s: Phil Huzzard and Richard Ralphsmith
Director: Phil Huzzard
Production Company: Sense 6
Photography: David Finnegan
Post production: Sonic Playground
Media Agency: Swifty Media
Production Coordination: Bella Ninis
Vicpol media coordination: Anthoula Moutis and Phillip Williams
Source: CURVE COMMS
