Sweden needs more police officers and despite years of effort, inflow of applicants remains too low, and too few finishes the selection process. The challenge was that many Swedes have the qualities required but don’t see themselves as potential police officers. The profession is often associated with action, fast cars and weapons even though it’s mostly about everyday human interaction and the ambition to help create a better society. So how could the Swedish Police Authority engage Swedes to increase the number of qualified applications?

Instead of focusing on the traditional representation of the job such as police cars and sirens, we focused on ordinary people in everyday situations where they demonstrate the qualities needed in the police work. Like helping others, listening, stepping in and taking responsibility. Because all police officers don’t wear a uniform, yet. With a big integrated campaign and bespoke media solutions, Swedish Police Authority reminded people that they might just be the perfect match to help serve the community.