Crossover Creative Group gives another angle to recruitment for police department

(March 27, 2006) Crossover Creative Group is developing an eye-catching employment recruitment campaign for the Richmond, California Police Department, starting with a one-word teaser "Lead." The copy that follows focuses on cueing recruits to think about their abilities as leaders.

Billboard and bus ads for this campaign are currently visible throughout the San Francisco Bay Area, along with posters, brochures, Internet banners, newspaper ads and a newly developed website, www.rpdjob1.com).

CCG’s creative director Steve Climons commented, "With all the conflicts and homicides in urban communities in particular, we deemed this campaign an appropriate depiction of what Richmond needed and what their current police officers represent to its neighborhoods -- leaders."

RPD Police Chief Magnus followed, "I think the campaign shows we're not necessarily marketing to candidates interested in a police job. We are looking for people who are interested in becoming leaders in the community -- who really want to commit to making a difference in Richmond."

For a similar recruitment campaign for the Oakland Police Department, the American Advertising Federation -- the oldest and largest national advertising competition -- presented CCG with two Addy Awards, one of which was the well-recognized "Justice Pays." billboard.

CCG has developed several winning health and safety-related ad campaigns, including for the California Highway Patrol's seatbelt usage, DUI, and child safety seat campaigns, and the haunting bus outdoor anti-smoking "Dying for a Menthol" campaign for the California Department of Health Services (Tobacco Control Section).

Crossover Creative Group is based in Richmond, CA. The agency has developed work for such clients as British Airways, Citibank, General Mills, Gulf Oil, General Motors, Heublein, McDonald's, Pacific Bell, PG&E, Procter & Gamble, Safeway, and Sony.


Go to Target Market News homepage

 

 13th Edition Now Available 
New Buying Power report shows more spending by black consumers on 'necessities'

Thanks to economic gains in the past two years, black households across the U.S., especially middle-class families, are increasing their purchases of lifestyle and leisure items.

According to the newest edition of “The Buying Power of Black America,” there are indications that black households are feeling more confident about making purchases that...
Story continued...
________________________

The African-American
Book Publishing Authority

Now in its eighth year of publication, Black Issues Book Review is the only nationally distributed magazine devoted exclusively to covering the latest news and reviews on black books. BIBR also provides up-to-date news on forthcoming author signings, book fairs and book clubs.
Want this issue? Get it with your new subscription.
Click Here

A TARGET MARKET NEWS PUBLICATION
_________________________



Click here to read more

________________________

  SUBSCRIBE TODAY! 


The trade publication for
in-depth coverage of Black
Consumer Marketing
and Media news