A Force for Good: How We Captured the Heart of Victoria Police
Victoria Police: “Be A Force For Good” Campaign
Agency: Eric, Tom & Bruce
Overview
Collaborating with Eric, Tom & Bruce and Victoria Police on their “Be A Force For Good” campaign was a remarkable and enriching experience. This initiative aimed to attract new recruits by showcasing the positive impact and noble mission of the police force. Our task was to create compelling image assets that supported the TV commercial (TVC) and encapsulated the character of the constable at the heart of the campaign.
Objective
Victoria Police wanted to build a strong visual narrative around their TVC, emphasising the professionalism, commitment, and approachable nature of their officers. The key objective was to create a cohesive set of images that would resonate with potential recruits and the community, reinforcing the message of being a force for good.
Approach
From the beginning, our mission was to create an asset library that captured the essence of Victoria Police’s ethos and the campaign’s core message. We focused on the following elements:
1. Character Representation: The main advertising poster featured First Constable Fletcher Payne, symbolizing the approachable yet authoritative presence of Victoria Police officers. Capturing his personality and the strength he embodies was crucial.
2. Cohesive Visual Identity: We aimed to ensure that every image contributed to a unified visual identity. This involved meticulous planning and collaboration with the agency to reflect the campaign’s tone and message consistently.
3. Authentic Moments: It was essential to capture genuine moments that illustrated the daily experiences of Victoria Police officers. This approach helped to humanize the role and make the campaign relatable to the audience.
Execution
The photo sessions were conducted in various locations to provide a comprehensive view of a police officer’s life. Key shots included:
• In-Action Shots: These images showcased First Constable Payne both professionally and personally. We captured him engaging with the community, performing his duties, playing sports, and studying, presenting a well-rounded view of his life.
• Environmental Portraits: Capturing the officer in different settings, from the police station to public spaces, to highlight the diverse environments officers operate in.
• Team Dynamics: Photos that illustrated teamwork and camaraderie among officers, reinforcing the supportive community within Victoria Police.
Outcome
The resulting image assets provided a robust visual foundation for the “Be A Force For Good” campaign. They were used across various platforms, including print, digital, and social media, to create a consistent and compelling story around the TVC. The cohesive visual narrative successfully conveyed the integrity, dedication, and humanity of Victoria Police officers, helping to attract new recruits and positively impact public perception.
Reflection
Working on this campaign was a privilege and underscored the importance of visual storytelling in shaping public narratives. Capturing the spirit and mission of Victoria Police through thoughtfully curated imagery was truly rewarding. This project exemplifies the power of collaboration and the impact of a well-executed visual strategy.
I look forward to more opportunities to create meaningful visual stories that resonate with audiences and support impactful campaigns.
