The Singapore Police Force actively engages graduates through its campaign, spotlighting meaningful career pathways, innovation, and long term development. The campaign highlights attractive benefits such as sign on bonuses of up to 35k, showcases roles beyond frontline policing like the Police Band, and reaches graduates through digital platforms including Instagram and YouTube, emphasizing stability, purpose, and the opportunity to make a real difference in safeguarding Singapore.
Idea
The core idea of the campaign draws from a familiar childhood game many people grew up playing, Police and Thief. It is simple, instinctive, and emotionally resonant. By tapping into this shared memory, the campaign reframes policing not as something distant or intimidating, but as something rooted in play, curiosity, and a sense of justice that starts young.
The concept translates this idea into an interactive recruitment experience. A game like microsite becomes the entry point, where users step into a scenario inspired by Police and Thief. Instead of winning or losing, the experience guides them through choices, problem solving, and moral decisions, subtly reflecting real policing values such as responsibility, teamwork, and critical thinking. The goal is not to gamify the job, but to let potential recruits feel what it is like to think like an officer.
This experience extends beyond screens into physical spaces through ambient design. Call to action touchpoints appear in unexpected but everyday locations like school lifts and restrooms. These placements are intentional, catching attention during moments of pause and turning ordinary spaces into moments of curiosity. Each touchpoint feels like part of an unfolding case rather than a traditional advertisement.
Supporting collateral reinforces the narrative. Direct mail designed as a case folder invites recipients to open and explore, mirroring the act of investigation. Warrant style ID lanyards and badges act as symbolic entry points, allowing individuals to momentarily step into the role and imagine themselves inside the force. Every design element is cohesive, tactile, and story driven.
Together, the campaign creates a layered journey. It starts with nostalgia, builds engagement through interaction, and deepens interest through immersive storytelling. By meeting graduates where they are and speaking in a language they instinctively understand, the campaign positions the Singapore Police Force as not just a career choice, but a calling that connects childhood instinct with adult purpose.
Outcome
This was a proposal