Geneva's Municipal Police — Branding , digital , campaign by twks: Behind the uniform, people like you

Services: Branding; Digital; Campaign
Industries: Institutional
Visit: police-municipale.ch

Geneva's municipal police needed recruits. Nobody was applying. Not because the job was hard. Because nobody really knew what it was. The uniform hides the human. The badge erases the person. When you can't see yourself in an image, you don't apply.

TWKS designed a recruitment campaign, "Police needs your skills", built on a simple reversal: what if the qualities of a good municipal police officer were exactly yours?

Talkative. Stubborn. Meticulous.

The creative heart of the campaign rests on an apparent paradox. The qualities being celebrated aren't the expected ones. Not strength, not authority, not nerves of steel under fire. Talkative. Stubborn. Meticulous. Empathetic. Universal traits everyone recognises in themselves, and yet all essential to the job. The idea: close the distance between the public and the police by showing that the line between them and us is much thinner than anyone thought. Behind every uniform, there's someone. That someone could be you.

One platform. One ecosystem.

The campaign goes beyond a series of posters. It starts from a brand platform built to last: Municipal police, people like you. A coherent communication territory, rolled out across every touchpoint. Outdoor advertising, digital activations, brand content on social media. Every format redirects to a dedicated recruitment site, designed to simplify the process and guarantee total inclusion, no exceptions.

People like you and me. Not superheroes.

To bring the message to life, TWKS chose to photograph and film real officers in their daily work. No heroic staging. No casting. Familiar faces, a direct tone, immediate warmth. The campaign ran across urban space and digital channels, reaching future candidates where they actually are.

Results

+31% increase in applications. A campaign picked up and covered by the local press. A renewed image of the municipal police, perceived as more human and more accessible. And a collective realisation: behind every officer, there are people just like us.