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Why should young people apply to the police force Baden-Wurttemberg?
What makes it attractive? The campaign focuses on people who have had
their first experiences and initial development within the police
profession – but are still close enough to applicants that they appear as genuine.
In the campaign, the values of the police, but also the high demands, are
to play a central role. The target group should be able to identify
themselves as part of a strong team. The message to future applicantsis:
We need you – as you are.
Compared to other, competitive campaigns for the police force, our
campaign captivates people through its credibility and potential for
identification with its protagonists. The documentary style focuses
on closeness – without excessive artificial heroization – and instead
also embeds private footage of the protagonists into the video clips.
In this way, we show that there is, in fact, a human in every uniform.
An emotional appeal is created through the visual language, which
focuses on people. Core of the advertising campaign is the newly
designed barrier-free website. As the digital home of the campaign,
it optimally continues the candidate journey: All content is shown
in a clear and comprehensible mobile-first manner optimised to
the target group.