"The Ask"

How do you ensure only qualified officer candidates apply to the SAPD?

By asking tough questions about the commitment they must make, and dramatizing how the honor of serving supersedes the sacrifices of the job.

  • Role Creative Director, Copywriter (Art Direction, Dante Cervantes)
  • For Santa Ana Police Department
  • Type OOH, Digital Display, Paid Search, Social, Landing Page
  • URL JoinSantaAnaPD.careers

Campaign features real SAPD officers, with an emphasis on ethnic and gender diversity.

It was also important to make the department look cool (to compete with LAPD recruitment).

Refresh page for animation.

“It’s not hard. It’s honorable.” is my variation on “The Toughest Job You’ll Ever Love” (which was basically the strategic brief).

Refresh page for animation.

In the absence of an actual logo, we branded the SAPD badge.

All ad units drive to a fully responsive landing page providing clear user journeys for both lateral officer candidates and new recruits.

Candidates are led directly from the landing page to either a new officer or lateral officer application in the City of Santa Ana’s general website.

Additional ad explorations below.

Branded pages on major job search engines also help drive qualified candidates to apply.

Social media supports recruitment efforts, emphasizing key officer benefits including a wide variety of assignments, proper work-life balance and proactive community outreach.

We provided photography and content guidance to internal SAPD Public Affairs, to ensure evergreen content posts through campaign duration—and beyond.