Victoria Police

Be A Force For Good

the brief

As part of their biggest-ever recruitment drive, Victoria Police wanted the public to understand the many and varied day-to-day roles of Police Officers. Moreover, in challenging times like these, they needed to illustrate the rewarding emotional benefits of the job, rather than just the more technical aspects.

the idea

We realised that joining Victoria Police is not just about who you are, but the type of person you’ll become. So we created a campaign that draws people to the individual appeal of being part of a special team.

“Be a Force for Good” is more than a positive call to action. It’s a way of helping people appreciate the depth of skill, expertise, professionalism and empathy shown by the men and women of the force.