Victoria Police

PSO Recruitment

the brief

A previous campaign to recruit Protective Service Officers (PSOs) hadn’t attracted the numbers needed or the quality of applicants desired by Victoria Police. PSOs were also receiving almost daily negative press coverage. Therefore, we had two tasks: to attract a better class of applicant, and more of them, and also convince the public of their value.

the idea

This idea was born after a visit to Southern Cross Station. Standing looking down on the platforms, it was easy to spot the PSOs in their highly visible yellow vests. This lead to the line ARE YOU READY TO STAND OUT? A question that not only worked in a literal sense, but also challenged potential applicants to ask themselves whether they had the necessary qualities to protect Melbourne’s rail commuters.


the results