How we turned Australia's biggest criminal investigations into a recruitment engine for the AFP.
Turning true crime stories into compelling reasons to join.
The Australian Federal Police (AFP) had an image problem. They were seen as old-fashioned and male-dominated by the diverse audience they were trying to recruit. So, rather than creating another traditional recruitment campaign that they actively disengaged from, we leveraged the content they were actively leaning in to. True crime.
‘Crime Interrupted’ is a podcast that opens highly publicised and even classified investigations that have been solved using diverse teams of officers, showcasing the skills and talents required by the organisation. It feels like entertainment, but acts like a recruitment campaign. Now in its third season, Crime Interrupted continues to be the AFP’s most effective recruitment platform for diverse audiences.
Every part of the platform, from the season trailers to the host, was crafted and considered to feel like entertainment, rather than traditional recruitment.
Impact