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To help the Seattle Police Department recruit urgently needed officers, we created All Clear—a cinematic, true-crime-style animated series portraying real SPD cases. We focused on spotlighting moments of heroism, empathy, and humanity as a way to reintroduce the idea of the meaningful impact police officers can have on communities.
SPD was facing a recruiting crisis, with daily applications at an all-time low due to a damaged public image. Our challenge: convince everyday people—especially those who never pictured themselves in uniform—that they could make a difference. Objectives: drive awareness, interest, and a surge in applications.
We launched a three-part animated video series across social, YouTube, and true-crime podcasts. The results:
244% YOY increase in daily applications
242% YOY spike in visits to SPDjobs.com
Highest number of new officer applications in a decade
Seattle’s progressive culture and recent civil unrest made traditional police messaging ineffective. We needed a culturally sensitive, human-centric approach that would resonate in the Pacific Northwest—where skepticism toward law enforcement is especially high. All Clear met audiences where they were, both ideologically and digitally.
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