### Bridging Policing and Gaming: Queensland Police Service’s Innovative Recruitment Campaign
In a groundbreaking initiative, the Queensland Police Service (QPS) has launched a unique recruitment campaign that cleverly intertwines the vibrant worlds of video gaming and law enforcement. The campaign aims to attract potential recruits by using relatable and engaging content created by popular gaming influencers—a strategy designed to reach a younger audience and inspire a diverse array of applicants.
#### The Influencer Duo: Vincent Ton and Britny Ellen
This influencer-led campaign, orchestrated by WPP Media Sport and Entertainment, EssenceMediacom, and Livewire, features gaming content creators Vincent Ton, known by his online moniker Vindooly, and Britny Ellen, affectionately called Berticuss. The duo participated in a range of activities at the QPS training facility, including navigating an obstacle course and serving as a communication link between a police vehicle’s driver and other officers. Their adventurous endeavors were shared across various platforms such as YouTube, TikTok, and Instagram, amplifying the campaign’s reach.
Liz Maunsell, head of entertainment and content partnerships at WPP Media Sport and Entertainment, emphasized the choice of these influencers, stating they were selected for their high-quality content and deeply engaged followings among their target audience. This strategic alignment ensures that the campaign resonates authentically with viewers while simulating real law enforcement challenges.
#### The Essence of Policing
Commissioner of Police Steve Gollschewski APM described the multifaceted nature of policing, underscoring that it encompasses more than law enforcement; it is fundamentally about community service, protecting the vulnerable, and solving complex problems. He stated, “Our Service thrives on diversity. The broader the range of backgrounds, experiences, and skillsets our officers bring, the greater the impact we can make.” This statement reflects the QPS’s commitment to creating a workforce that mirrors the diverse community it serves.
#### Engaging a New Generation
The campaign is particularly significant as it bridges an evident generational gap. Gaming has emerged as one of the fastest-growing entertainment sectors among young Australians, making it an effective medium for targeting potential recruits. By incorporating gaming elements, the QPS is not only drawing interest but also engaging young audiences in a manner that feels relevant and appealing.
Maunsell noted that featuring games like Rocket League and Fortnite, where specific challenges mirror the QPS Training Obstacle Course, strengthens the campaign’s core message. It highlights transferable skills such as strategy, problem-solving, teamwork, and communication—all vital for a career in policing.
#### Ensuring Authenticity and Safety
Given the nature of video gaming—where more than 80% of titles involve some form of violence—there was careful consideration regarding the campaign’s authenticity and appropriateness. The collaborative efforts involved ensuring that all gaming elements promoted an accurate portrayal of police work while also providing safe and enjoyable content. Maunsell reassured that safety remained paramount, and effective moderation tactics would be used to create an engaging environment for viewers.
#### Next Steps: Live-streamed Gaming Battles
Looking ahead, the campaign’s next stage will see Queensland Police officers competing against Vindooly and Berticuss in exciting live-streamed gaming battles scheduled for November. This innovative twist not only aims to maintain momentum but also furthers the connection between gamers and the police while showcasing the community-focused nature of law enforcement.
Susan Lyons, managing director of EssenceMediacom Brisbane, highlighted the agency’s insights into youth culture, which were pivotal in crafting a narrative that aligns the virtual gaming world with real-life scenarios faced by police. This blend of entertainment and information works to reshape perceptions and encourages a new generation to consider careers in policing.
#### The Bigger Picture
This campaign extends from the QPS’s larger positioning efforts, which include its “What Will You Stand For?” initiative and its “Challenging, Rewarding, Policing” platform that were rolled out in recent months. These strategies aim to appeal to potential recruits by eliciting a sense of purpose, duty, and connection to the community.
EssenceMediacom’s track record with gaming-centric campaigns underlines its expertise in this domain, employing creative strategies to attract younger demographics effectively. Their collaborations have already proven fruitful, as seen with advertising initiatives such as PlayStation’s recent localization campaign in Australia.
#### Key Contributors
The success of this ambitious campaign can be attributed to a dedicated team of professionals from various organizations, including individuals from the QPS, EssenceMediacom, and Livewire. Their collective efforts exemplify how creative partnerships can yield innovative solutions in addressing community needs, particularly in recruitment.