‘Police work is a tough job, getting tougher’.
The Police Association needed a community campaign to lift the favorability of Police officers in the lead up to their EBA negotiations.
Our strategy was to develop a campaign that would remind the general community of the important work Police do to protect them, by visually demonstrating Police in stressful real life situations.
The campaign had a wide reach. It was executed digitally across social media and paid digital advertising, supporting an above the line TVC campaign helping to change community attitudes to Police work.