Are You Ready To Stand Out?
Victoria Police
Victoria Police had a challenge: they needed to recruit Protective Services Officers and also convince the public of PSO’s value. The role was far from ordinary – from assisting the elderly to arresting the drunk and intoxicated. Their high visibility vests made the PSOs stand out as a symbol of safety. This insight led to our campaign line: Are you ready to stand out?
THE RESULTS
The campaign was highly successful with the recruitment target of 940 PSOs being employed ahead of the November target. It also helped shift public perceptions with a significant increase in the proportion who strongly agreed that PSOs
Believed PSOs would make them feel a lot safer at train stations at night. (vs 38% in benchmark survey)
Would improve public safety around train stations (vs 31% in benchmark survey)
Would be adequately trained (vs 16% in benchmark survey)
Would encourage people to travel by train at night (vs 17% in benchmark survey)
