Feldervogel and the Schwyz cantonal police show normal everyday police life
The Schwyz Cantonal Police has launched a new recruitment campaign. On the landing page, police officers showcase their daily lives. What makes it special is that viewers can decide for themselves, through an interactive video story, which aspect of police work they want to experience.
What makes the police profession interesting? If you ask police officers, the answer is as simple as it is clear: the enormous variety of tasks. The Lucerne agency Feldervogel presents this in the campaign. Whether as service providers, interveners, responsible persons or cooperative contact persons - policemen and policewomen stand by the population in the most diverse situations with words and deeds. The communicative central idea takes up this circumstance as a stroke of luck for citizens.
The core of the campaign is the landing page Learn-police.ch. The stories and information are supplemented with advertisements, cinema commercials, four short films and an interactive video story on YouTube. When a user clicks on the short intro, he first follows a situation from everyday police life. Suddenly, a radio message arrives. Now the viewer decides for himself to which mission he would like to accompany the protagonists. Depending on the choice, the viewer experiences the police officers of the Schwyz Cantonal Police as helpful service providers, uncompromising interveners, structured responsible persons or caring contact persons.
The campaign has two goals. Of course, the communication activities are intended to ensure that a sufficient number of qualified prospective students take up police training in the canton of Schwyz each year. Furthermore, the campaign, which is primarily regionally based, is also intended to contribute to image cultivation among the population. The Schwyz Cantonal Police has been actively seeking proximity to the population for some time. The close-knit corps is in constant dialogue. Last but not least, this fact is also reflected in the campaign. All the main and supporting roles were played by real Schwyz police officers and civilian employees of the Schwyz Cantonal Police. "That was particularly important to us. And we are glad that those responsible allowed themselves to be persuaded to take this step," comments the agency. "Only in this way was it possible to capture real everyday life with all the facets of the interesting but also demanding police work and to convey an authentic picture."
Responsible at the cantonal police Schwyz: Erwin Mächler (Head of Training and Further Education), Monika Bürgi (Training and Further Education Administrator). Responsible at Feldervogel: Dorothee Ketterer (consulting and project management), Dominik Studer (concept, text, script and direction), Janic Halioua (camera and editing, freelance), Melchior Bürgi (post-production), David Künzler (photography), Mirjam Beyeler (design).
