While much of the country’s police forces were facing stark criticism, the Casper Police Department was experiencing more community support than ever. They attributed this to outstanding officers on their force, which they’ve been able to retract and maintain through a robust training program, competitive compensation and great benefits. It’s a win-win for police and citizens. To maintain this level of excellence, they partnered with Adbay to improve recruitment. We wanted to showcase our incredible community and the officers who serve it, all while being sensitive to the important discussions occurring nationwide. Together, we segmented four potential recruiting audiences, built messages catered to each and visually captured the spirit of a thriving community.