Working with the Coalition for Canadian Police Reform (C-CPR) as a Community Partner, I have created an awareness marketing campaign that communicates the C-CPR’s mission to educate the public about the deficiencies in police training across Canada, as well as gain more support for the C-CPR organization.
The awareness campaign consists of social media posts, posters, a brochure, a billboard advertisement, and an art guide for the Community Partner to use. The campaign slogan “IT’S TIME WE RAISE THE BAR” represents the urgency needed when it comes to police reform in the twenty-first century. It also emphasizes the C-CPR’s mission of improving policing in Canada through elevating standards of police training and education.
Posters
The campaign consists of two main messages. The first message is a side-by-side comparison between the time allocated for police and nurse training emphasizing the difference in training and education required to keep our communities safe. The campaign’s secondary message is that all Canadians deserve to feel safe in their communities. Police officers are expected to give this assurance of safety to Canadian citizens. Overall, the campaign makes the public aware that entry-level police training and education need to evolve into the 21st century. The public is also encouraged to support the C-CPR and their goal to elevate standards of education and training for police officers in Canada.
The campaign uses the colours of blue and yellow as they are commonly associated with police uniforms. Throughout the campaign, the yellow bars mimic caution tape (generally associated with crime scenes) to immediately grab the viewer’s attention and convey a sense of urgency and importance related to the message.
Social Media
Brochure
Billboard Mockup
This is a Mockup to show the potential of this awareness campaign.
Art Guide
