QPS launches first recruitment campaign in 5 years via Hero Brisbane

Content warning: The video in this article mentions domestic violence. If you or someone you care about needs support, please contact 1800 RESPECT or 1800 737 732. In an emergency, call 000.

Hero Brisbane has released a new recruitment campaign for the Queensland Police Service (QPS), titled ‘You’ve Made It’.

The campaign features QPS officers and their various backgrounds, and aims to show that great police officers are made, not born.

In the 1 minute and 40 second main video for the campaign, Queensland Police officers explain their past situations, before revealing that their pasts have assisted them in finding a role in the QPS.

Those featured in the campaign include constable Laurie Bateman, sergeant Sharon Morgan, constable Ethan Sorby and acting sergeant Danielle Loftus.

QPS commissioner Katarina Carroll said: “We are so thrilled to be launching this recruitment campaign with HERO Brisbane. Our officers work hard to ensure the safety and security of the community. It’s a challenging role, one that we found consists of extraordinary people, from diverse backgrounds who were, in their own way ‘made for it’. The very best in the service have consistently proved to us that it is the challenges and life experiences that make someone a good police officer.”

Hero Brisbane business director Clarissa Bardelli added: “Made, not born is a platform that allows QPS to communicate the intrinsic value in people’s personal diversity, and can be as complex as significant life experiences and as simple as previous career paths. We are hoping to extend this platform and explore new ways to demonstrate and represent the community QPS serve.”

Hero Brisbane creative director Natalie van der Rijt commented: “It was such an honour to help tell the amazing stories of these Queensland officers and to spread the important message. As QPS’s first recruitment campaign in five years we are so proud of the final product. ”

The campaign consists of a recruitment site developed in Drupal 9, a paid social media campaign and a series of videos including a master film and four officer interviews. The officer interviews are online only, Sorby’s can be seen below.


Natalie van der Rijt – Creative Director

Andrew Woodhead – Creative Director

Stevan Shanks – Creative Strategist

Brendan Keevers – GM Digital Performance

Clarissa Bardelli – Business Director

Gina O’Donnell – Account Manager

Martine Pelly – Digital Project Manager

Shalien Shrestha – Technical Director

Tahnee McGuire – Director (Black Labs)

This article has been updated.


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