Federale Politie recruitment campaign

Federale Politie wanted to bring in fresh recruits and, more importantly, make young people in Belgium actually want to apply. Recruitment for the police is one of the hardest hiring jobs in the country: the private sector pays more, the work is misunderstood, and the conventional recruitment ad has stopped landing. The brief was to reframe the conversation from the inside, with a different visual register and a campaign that reflects what the work is actually like.

The campaign generated 404 applications in under five months, a level the force has called one of the strongest recruitment performances it has run. Beyond the application count, the assets were used across recruitment fairs, social channels and internal communications, and the visual register has continued to define how the police talks to young candidates in Belgium since launch.