Police Cantonale Vaudoise — Campaign , digital by twks: One job, a thousand realities. Join the field

Services: Campaign; Digital
Industries: Institutional
Visit: policier.ch

The Vaud Cantonal Police faces a challenge common to many public institutions: recruiting in a context where the image of the profession is often reductive, stereotyped, misunderstood. Patrol, arrest, uniform. That's all most people see. The reality is infinitely richer, more diverse, more human.

TWKS supported the Vaud Cantonal Police in creating a recruitment campaign rooted in the real. No marketing promise. No heroic staging. The truth of the field, shown as it is.

The angle that changes everything

The brief was clear: show the reality of the job. Not the idea people have of it. The real one. And that reality is surprising: the Vaud Cantonal Police covers a multitude of roles, missions, and profiles. Forensic scientist, negotiator, dog handler, diver, cyber specialist, motorcycle officer, community officer. No two days look alike. Never a routine. Always something new. That angle structures the entire campaign: not one job. A whole universe of jobs.

A mini-series for social media

The chosen format is the mini-series. Each episode dives into a different role within the cantonal police, filmed from the inside, told by those who live it. No institutional voiceover. No scripted lines. Officers who talk, show, and explain what they actually do when they get up in the morning.

The format is built for social media: short, direct, immersive. Each episode stands alone and fits into a coherent series. You can watch one out of curiosity and keep going out of genuine interest. Recruitment doesn't start with a form. It starts with content that makes you want in.

A long-term partnership

Beyond content production, TWKS supported the Vaud Cantonal Police in its broader communication strategy. Editorial direction, publishing calendar, format adaptation across platforms. A digital presence built to last, not for a one-off campaign.

Results

A multi-year relationship spanning from a recruitment campaign to a social media strategy that breaks free from institutional codes. A mini-series that humanises the profession and broadens the perception of what it means to work in the police. A lasting communication tool, designed to reach diverse profiles and challenge preconceptions.