South Australia Police
Initiate career search.
Service
ReputationExpertise
Concept Development, Copywriting, Art Direction, Production
Introduction
South Australians are looking for more from their role. For the next chapter of our South Australia Police recruitment platform with the Government Advertising and Insights Hub at Department of the Premier and Cabinet, we responded to their call.
Operation Purpose.
Mounted and motorcycle officers, dog handlers and divers — we activated all units for a state-wide search operation, kicked off by none other than Police Commissioner Grant Stevens. Objective? Find where you belong in blue.
A real team effort.
The TVC and campaign featured more than 60 officers in their actual roles, representing a cross-section of the South Australian policing community. We leveraged a suspended reality storyline to carry our candidate and audience from one scene to the next, showcasing the breadth of opportunities on offer. The result was fast paced and high action, designed to inspire the ambitious and provoke those wanting something more to consider a role with SAPOL.
Mission accomplished.
With 4,634 police officers serving across the state, SAPOL is now fully staffed for the first time in over a decade, a major milestone achieved with the help of a sustained recruitment advertising platform.
As the third iteration of You Belong in Blue, this campaign built on the momentum of the previous two, which had already helped SAPOL double its intake from 2022 and achieve its highest numbers in five years.
Leveraging key insights of what’s important to the next generation of officers, Find Where You Belong In Blue focused messaging on the diversity of interesting pathways and roles within policing.
These results are proof of the power of a sustained, insight-led platform — one that strengthened SAPOL’s employer brand, converted interest into applications, and helped deliver a fully staffed police force for South Australia.
From footpath to frontline.
An integrated recruitment platform was supported by a mix of digital, social and outdoor channels to reach audiences across multiple touchpoints. Beyond paid media, the creative also extended across SAPOL’s own recruitment ecosystem, including recruitment channels, job expos, candidate information sessions and other applicant-facing materials. This ensured the campaign worked not just as an awareness driver, but as a consistent end-to-end recruitment message — from first exposure through to active consideration and application.