Baltimore Police Department

Working hand-in-hand with the Mayor of Baltimore’s Office of Performance and Innovation, local community leaders, and of course, the Baltimore Police Department leadership, the “A Force For Good” treatment was developed.

Project Goals

Building Trust

The :60 spot we developed for the campaign was the opening salvo necessary to reframe the narrative and reintroduce the BPD to a new generation of potential recruits; ones that represented the ethnographic data gathered during officer and community interviews. The spot was a pivotal part of the integrated campaign elements developed by idfive, which highlighted the beneficial social impact gained through becoming a BPD officer. With strained community relations, we knew that in order to best represent what BPD stood for, we had to focus on the BPD, all shapes, sizes, within Baltimore.

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