New campaign ‘lifts the curtain’ on modern policing via Think HQ
The Australian Federal Police (AFP) has engaged Think HQ and its multicultural engagement arm Cultureverse for a new campaign designed to “demystify” its work.
‘Everyday People, Legendary Work’ aims to educate the community about the AFP’s role and responsibilities, lifting the curtain on modern policing.
It also encourages people from all walks of life and backgrounds to pursue a career in law enforcement, by reminding audiences that AFP members are “everyday people, just like them, but they are working on the stuff of legends”.
“AFP research showed many people self-select out of a career with the AFP because they don’t think they have the right skills, when the AFP is actually looking for a wide range of unique skills and perspectives,” Think HQ’s head of creative strategy, Lisa Gumbleton, told Mumbrella.
She said this is what the campaign hopes to change.
According to Brooke Jones, coordinator marketing communications at the AFP, it was important to balance appealing to new and diverse candidates, while resonating with the existing workforce.
“For the AFP, the focus was on developing content that was as authentic and realistic as possible, showcasing real-world members, equipment and locations, and we’re grateful to the real officers featured,” she said in a media release.
“Ultimately, our message is whoever you are, whatever your ambitions and visions, we need your diversity of thought and experience, and you can carve out a meaningful career with the AFP.”
Gumbleton said the positioning had to be versatile but unifying. It has been applied to the three core areas in the AFP: national policing, protective service, and ACT policy, and will also feature on campaigns promoting specialist and support roles.
An OOH execution
The campaign was brought to life by Think HQ’s fully integrated model including creative strategy, creative production, post-production, and language services. The agency’s multicultural engagement arm Cultureverse was also heavily involved in order to “truly” reach people from all walks of life.
Gumbleton said the strategy of this new work identified barriers and opportunities for multicultural communities, which were kept in mind during concept development.
“Our language services team worked closely with strategy and creative to ensure the positioning line, headlines and copy meanings could be accurately translated and represented across the main languages identified,” she told Mumbrella.
“Our people know how to seamlessly collaborate to deliver great work, which is not always the case when clients work with multiple agencies.”
The campaign is live nationally across BVOD, cinema, radio, OOH, digital, and social media.
Credits:
AFP:
Brooke Jones: Coordinator Marketing Communications
Clare O’Leary: Senior Team Leader Marketing Communications
Liz Anderson: Team Leader Attraction Campaigns & Insights
Amber Eames: Senior Team Member Attraction Campaigns & Insights
Rebecca Black: Senior Team Member Attraction Brand & Content
Dave Anderson: Production Support
Dan Ashwood: Production Support
Scott Holgate: Production Support
Think HQ:
Founder and Managing Director: Jen Sharpe
Head of Creative Strategy: Lisa Gumbleton
Client Director: Jess Glass / Torey Fitton
Client Manager: Tayla Lawson
Chief Creative Officer: Andy Lima
Creative Director: Sam McCarron
Copywriter: Kate Enright
Art Director: Camilo Suarez
Designer: Steven Curcio
Executive Producer: Caitlin Clarke
Producer: Callum Yeo
Production Supervisor: Maisy Sutcliffe
Camera: Nic Song
Sound: Adam Dixon-Galea
Editor/Grade: Tim Egan
VFX: Xiaohong Jiang
Chief Audiences Officer: Jessica Billimoria
Head of Language Services: Cameron Darke
First Nations Community Engagement Lead: Melissa Bickford
Account Director: Chloe Tran
Language Services Project Manager and Analyst: Anna Wang
Production:
Director: Bec Peniston-Bird
Director of Photography: Sky Davies
Production Manager: Steph Watt
Sound Design/Music: Rumble Studios
Stills Photographer: Tom Franks
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
AFP
Australian federal police
Brooke Jones
CultureVerse
Jen Sharpe
Think HQ
Think HQ CultureVerse
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