THE CHALLENGE:

How does San José’s Police Department combat a steady decline in recruit applications due to controversial pension reductions and budget cuts?

THE SPARK:

Recognizing the need to connect with a diverse and savvy audience, Civilian developed a compelling and universal theme which resonated across that entire spectrum, buttressed by a digital media plan that employed advanced targeting to maximize efficiency.

THE MOVEMENT:

Following an intensive four-month campaign, applications to the Department totaled over 1,500, resulting in a ten-year high for Police Academy graduates. In addition, the low cost of this initiative will allow for similar recruitment efforts in the future.

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