Polismyndigheten
EN STÖRRE UPPGIFT
A career in the police is about more than the uniform. For the Swedish Police Authority, we created En större uppgift (A Greater Task): a recruitment concept that put the people, purpose and human side of police work at the centre.
Problem
The Swedish Police Authority needed to grow its workforce by 10,000 by the end of 2024. Accounting for staff turnover, that meant recruiting around 22,000 people and attracting significantly more applicants to police training.
Solution
Our solution was En större uppgift (A Greater Task). We positioned a career in the police as more than a job: a chance to make a difference, find purpose and grow as a person. By focusing on the people behind the uniform, we showed a more human side of police work.
Impact
The campaign helped reach groups that had previously been difficult to recruit. It also sparked pride internally, with police employees sharing the campaign through their own social channels.
0%
increase in applications
0%
female applicants
0%
public trust, up from 53%