Against the backdrop of heightened calls for police accountability following the racial reckoning of 2020, departments across the country found themselves in need of an a public image overhaul as well as the need to address a shortage of officers.

The Indianapolis Metropolitan Police Department (IMPD) was no different. The department aimed to recruit diverse candidates who are not only skilled but also committed to the values of integrity, respect and service.

Highlighting competitive salaries, comprehensive training, and career advancement opportunities, this strategic campaign consisted of radio, OOH, traditional broadcast and social media ad placements.