Polisen, the Swedish Police, has had to deal with a noticeable shortage of police officers in recent years. One of the reasons for this shortage has been a lack of applicants for the police training program. The task: craft an advertising campaign that would get more Swedes interested in becoming a police officer. 

After an extensive research phase that included interviews with dozens of police officers from all over the country, it became clear to us that there was a huge discrepancy between how fondly police officers talked about the variety in their jobs, and what many Swedes outside the police thought the life of a police officer was like (mostly dull). 

The campaign, A Greater Task (En större uppgift), makes a point about the many different attributes and qualities needed by a police officer as they go through their day, as well as the opportunities for growth the job presents on a professional and a personal level.

A few weeks after the campaign had gone live, the Swedish Police announced an increase of 30% in applications compared to the previous all-time high. Now that's a result. The campaign can frequently be seen interpreted and evolved upon in Stockholm, although, not by me.

100-wattaren | Silver | Employer Branding

Magnet Awards | Silver | Students