The Little Rock Police Department needed a fresh, new, multimedia approach to reach recruits, specifically to target women and minorities to join a growing force.
Our initial research found that in order to effectively engage the desired target audiences – especially Hispanic communities – we needed to do something completely different from the frequently used SWAT/Navy Seal-type action videos that many police departments use to promote themselves. We also conducted focus groups asking current “ideal” police officers in the department about LRPD’s culture and what they valued most about being an officer in Little Rock. Using our findings from the research, we recommended creating a multi-channel campaign focused on a series of videos. These videos would serve multiple purposes – from television, to the microsite, to targeted social media. The videos were designed to capture the attention of potential recruits and encourage them to join the Little Rock police force, focusing on the importance of community.