El Segundo Police Department
El Segundo is a storybook neighborhood on the outskirts of LA. It's truly Mayberry, a town where kids are safe and crime is virtually non-existent. The local police department is largely to thank for this idyllic lifestyle. We were charged with increasing the number of officers by encouraging people to sign up, and with a very small budget.
We did that by creating viral pieces in the local area, inspiring civic pride and a natural desire to sign up. We placed stickers that announced "Protected by the El Segundo Police Department" in various public areas, and signs that spelled out just why "We need cops", and a few cryptic billboards for good measure. The work increased enrollment significantly.
