SUCCESS STORY

Agente Tu Campaign

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CHALLENGE

PROPOSED
SOLUTION

RESULTS

We all know how Dominican society perceived the National Police: an institution that needed more order, better-trained officers, competitive salaries, and that had to overcome countless challenges. Against this backdrop, the National Police needed to recruit at least 3,000 young people to join its ranks. Needless to say, this was a titanic challenge given the public's clear rejection of the police.

Communication strategy covering the following phases: 1. Inform and connect: - Design and production of the communication campaign. - Distribution and placement of the campaign in traditional media and - Identification of areas with a high level of potential recruits. - Rollout of the Voz Ciudadana campaign. 2. Position and mobilize: - Development of an engagement strategy and strategic alliances. - Digital strategy. - Amplification through a network of allies, spokespeople, and influencers. - Monitoring & reporting to reinforce key messages. - Orbital spokesperson workshop for regional spokespeople. - Crisis plan. 3. Reinforce: - Strategic alliances. - Execution of recurring youth recruitment activities. - Analyze the sentiment of public and social media conversation for the purposes of - Boost the conversation with communication actions and milestones. - Monitoring & reporting to measure campaign acceptance.

The recruitment drive achieved its goal: young people came forward to take part in the call, and the National Police’s image undoubtedly improved in the eyes of Dominican society. Creative pieces for the “Agente Tú” campaign: - 5 key visuals: Agente Tú – man, woman, mother and daughter, monitoring, and SWAT. - Digital banners: 4 art adaptations at 160x600 and 4 adaptations at 970x90 for digital media. - Outdoor: 11 adaptations for outdoor banners at 12x16, 13x10, 14x7, and 50x20. - Radio spot: 6 radio spots divided by topic: salary, food, health, housing, benefits, and a police case. - TV: TV commercial and 2 TV capsules, one focused on benefits and one on a police case. Media management and strategic content: - Media tour: 7 interviews conducted with high-reach media outlets. - Strategic content: Talking points, Q&A development, press release, and manifesto. - Editorial content: 1 press release and 1 article. - Ally activation: 2 op-eds managed. - LIDOM relationship-building actions: Basketball Tournament, A Day with the Patrol, and LA Semanal. Monitoring & reporting: - 97 media monitoring reports.