Police Baden-Württemberg
YOU DESERVE A WE.
- Employer Branding
- Motion
- Photography
“YOU DESERVE A WE”: The new recruitment campaign of the Baden-Württemberg police appeals to young people at eye level by letting young police officers have their say. It uses a close-up documentary style. The new campaign was launched on 3 April at a major launch event at the police training center in Herrenberg.
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The Baden-Württemberg police force is a very attractive employer for young people. To ensure that this remains the case in the future, a cross-media recruitment campaign with target group-orientated campaign language is intended to draw attention to the profession.
With “YOU DESERVE A WE”, the campaign focuses on the individual who works together in the police team as well as the greater “we” of our society.
The values of the police, but also the high demands, play a central role. The target group should be able to identify themselves as part of a strong team. -
The campaign focuses on six young police officers from different departments and hierarchies from all over Baden-Württemberg. In three episodes of a mini-documentary format, they talk about their motivation, but also about real doubts and challenges on their very personal career path – from the application to the apprenticeship period to the present day.
The imagery relies on approachability and embeds private imagery from the testimonials into the video clips. These realistic and unvarnished situations show that there is a person in every uniform.
The campaign relies on targeted information on social media such as Instagram and YouTube. At the heart of the advertising campaign is the redesigned and accessible website, which seamlessly continues the candidate journey.
The Baden-Württemberg police force is a very attractive employer for young people. To ensure that this remains the case in the future, a cross-media recruitment campaign with target group-orientated campaign language is intended to draw attention to the profession.
With “YOU DESERVE A WE”, the campaign focuses on the individual who works together in the police team as well as the greater “we” of our society.
The values of the police, but also the high demands, play a central role. The target group should be able to identify themselves as part of a strong team.
The campaign focuses on six young police officers from different departments and hierarchies from all over Baden-Württemberg. In three episodes of a mini-documentary format, they talk about their motivation, but also about real doubts and challenges on their very personal career path – from the application to the apprenticeship period to the present day.
The imagery relies on approachability and embeds private imagery from the testimonials into the video clips. These realistic and unvarnished situations show that there is a person in every uniform.
The campaign relies on targeted information on social media such as Instagram and YouTube. At the heart of the advertising campaign is the redesigned and accessible website, which seamlessly continues the candidate journey.
