Scottish Police Federation #itswhatwedo: raising the profile

A recent episode of Satyamev Jayate focused on police reforms in India and creating what they called ‘people’s police’. Among other issues, the episode touched upon bringing dignity to the police personnel’s job and making them feel respected. It’s a pity that we associate words like corrupt, petty, inept when we think of our policemen. However, when you compare to the west, Hollywood movies, TV serials and recruitment campaigns from abroad have left behind a residual image of an upright force whose primary objective is to protect people. A new online campaign from the Scottish Police Federation, does a superb job.

Agency: Brain Candy

The ads highlight the demands of the police job – putting oneself in harm’s way, having to make split decisions etc. Loved the Maggie film, the objective behind the campaign and the creative execution.