Challenge
Eric Rose was hired to boost recruitment numbers for the Los Angeles Police Department. The LAPD needed a campaign that would make a big splash and reverse existing misconceptions that hiring had been frozen. Specifically, the campaign was developed to target the young men and women who turn to online media as their source for information.

Solution
Eric and his team developed an integrated, long-term campaign that branded the LAPD as an exciting, progressive and diverse organization. The heart of the campaign was the creation of a nine-minute film, shot with real LAPD officers that ran in movie theaters and on-line as a three part story. The movie premiered at Parker Center with a red carpet event that attracted significant media interest. Collateral signage included billboards, street banners and bumper stickers for squad cars.

Result
As a result of our efforts the LAPD website experienced an 87% increase in hits. The number of applications received by the LAPD doubled in just one month, and the job posting on Monster.com had more than 11,000 hits in less than one month. The successful launch and revamped campaign created the opportunity for members of the LAPD to talk to leaders in the African American, Asian, and Gay and Lesbian communities about recruitment.