Victoria Police's recruitment campaign targets women

30 April 2019

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The campaign, developed by The Shannon Company, was informed by research which revealed what women in their 20s are seeking in a career.

Victoria Police has extended its current recruitment messaging with a new campaign focused on enlisting women to "be a force for good".

The campaign, developed by behaviour change specialists The Shannon Company (TSC), highlights a career in the police force as being more desirable for women "than they might think".

TSC managing direct Ian Forsyth says the campaign was informed by research which revealed what women in their 20s are seeking in a career.

“They’re increasingly looking for diversity in their working lives, a career that makes a difference, a job that offers progression opportunities, involves a level of physical activity, and provides work/life balance,” Forsyth says.

“If you take a close look at what’s involved in modern policing, a career as a police officer ticks all those boxes and that’s what this campaign promotes.”

The state wide campaign will be seen across free-to-air, digital, social, print, radio and outdoor channels.

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