Edmonton Police Service national recruitment campaign
the challenge
Recruiting police officers takes some reflection and a lot of research. According to a variety of local and national surveys, new and potential police recruits cite work/life balance as the number one factor in making a career decision. They are looking to balance work and a busy social life. And they're looking for a little excitement to boot.
the process
A literal translation: Work/Life, Find the balance at EPS. The split-image creative shows how a police officer can have a career. And a life. At the same time.
the result
With a mixture of powerful creative that resonated with the target audience and additional incentives offered to new recruits, information sessions held during the campaign have been sold out.
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