Basel-Stadt Cantonal Police – We need you.

creative solution

Safety, respect and responsibility do not happen by themselves. They need people who are willing to stand up for them. Based on this simple insight, we developed a new recruitment platform for the Basel-Stadt Cantonal Police that puts the social purpose of police work at its heart: «Es braucht dich.» – «We need you.»

Instead of relying on police clichés or spectacular action shots, the campaign puts real employees centre stage. They become ambassadors for what police work is all about – and for the values of an organisation undergoing transformation. Short messages such as «Safety. Needs you.», «Respect. Needs you.» and «Responsibility. Needs you.» combine a direct personal approach with social relevance, making one thing clear: every individual contribution makes a difference.

The creative concept was designed as a long-term communication system. Different values, people, professions and situations can be combined and adapted over time – for police officers as well as security assistants. From out-of-home and print to social media, moving image and digital recruitment formats, the result is a flexible campaign platform that can evolve alongside the organisation, its roles and its target audiences.

impact

New long-term recruitment platform «Es braucht dich.»
Real employees as campaign ambassadors
Focus on purpose, responsibility and social relevance
Flexible concept for different roles and target audiences
Scalable across OOH, print, digital, social media and moving image
Strengthened positioning of the Basel-Stadt Cantonal Police as a modern employer