The job you love. The life you want.

The Victoria Police Department needed a recruitment campaign to attract experienced officers. There were two main challenges the VicPD faced in terms of enrollment: The high cost of living in Victoria and recruits having their choice of four different police departments in the region.

However, there are also great reasons to join the Victoria Police Department, including opportunities in specialty units such as the Special Victims Unit and living in a tight-knit community that offers the excitement of big-city policing. Our goal was to entice recruits with the message that the Victoria Police Department provides a fulfilling career in the country’s most beautiful places to live.

To get potential recruits from all over the country excited about working with the Victoria Police Department, we highlighted Victoria’s incredible lifestyle. We used imagery showcasing not only the outdoor adventures officers can enjoy on their time off but also on the job—an aspect unique to being a police officer in a city like Victoria. We used photos of officers on and off duty, giving the campaign authenticity. While we made the officers the focal point, we ensured the background portrayed the area’s natural beauty. We kept the copy concise. For the overall design, we used a simple aesthetic that complemented photos of current officers and featured the Victoria Police Department’s brand colours in an attention-grabbing and approachable way.