Service de la Police Municipale
Working within the municipal police of Geneva is a profoundly human profession. However, since very few people are aware of this, few aspire to be a part of it. To inspire the people of Geneva to apply, we needed to change their perception. We created "Police Needs Your Skills," a recruitment campaign highlighting unexpected yet essential human qualities for this profession. Behind every officer, there's a talkative person, a determined individual, a perfectionist, a human being, in summary, who could be you.
Client
Service de la Police Municipale – Ville de Genève
Services
- Advertising
- 360 Campaign
- Content Creation
- Social Media
- Production
- Brand Platform
Police needs your skills
Being an employee of the Geneva municipal police is a very human job. But because nobody knows about it, nobody wants to join. So, to make Genevans want to apply, we had to change their image.
We created "Police needs your skills", a recruitment campaign highlighting the unexpected human qualities that are so essential to the profession. Behind every officer, there's a talker, a stubborn person, a maniac, a human being in short, who could well be you.
To speak directly to the main stakeholders and be widely visible, a campaign was set up, along with digital distribution. We took the municipal police to the social networks, to demystify their day-to-day work and show real police officers talking about the reality of a lively and diversified job.
This campaign raised the awareness of thousands of users and resulted in an approximately 31% increase in the number of applications. But most importantly, it allowed the people of Geneva to realize that behind every police officer, there are people just like them.
Global Campaign
Starting with the creation of the brand platform "Municipal Police, People Like You", we established a comprehensive campaign ecosystem. From billboards to digital activations, and brand content on social media, all meticulously orchestrated to redirect interested individuals to a recruitment website specially designed to simplify the application process and ensure complete inclusion, without exception.
“This campaign has improved the perception and image of municipal police officers among the public and future candidates!”
Credits
- A project by
- twks
- Creative Director
- Alexandre Pugin
- Managing Director
- Raphaël Pasquali
- Strategic Planner
- Claude-Anne Schumacher
- Art Director
- Anaël Bouglé
- Digital Account Manager
- Sédona Theillaud
- Account Manager
- Yasmine Ahamed
- Head of Design
- Lafko Heufemann
- Designer & Motion
- Nicolas Calame
Thomas Kauffman