The Vancouver Police Foundation launches arresting campaign
Kops Shades for Kids
Show your support for the VPD and look good doing it.
On August 1, the Vancouver Police Foundation launched its Kops’ Shades for Kids Campaign. Developed by DDB Canada’s Vancouver office, the goal of the integrated campaign is to increase awareness and garner support for the community work the Vancouver Police Foundation does and better connect the public to the police via a line of iconic, mirrored aviator sunglasses. The sunglasses not only serve as a visual symbol of support that Vancouverites can wear proudly, but they also play a central role to all of the creative aspects within this campaign.
“The iconic sunglasses pay homage to a signature look inherently tied to police and act as a badge of support that buyers can wear,” says Cosmo Campbell, executive creative director, DDB Canada. “This becomes an opportunity and conversation piece for Vancouverites to demonstrate their support for the police and look good doing it.”
Print, Out-of-home, television, social, digital, public relations and an on-air partnership with Global TV BC round out this integrated PSA campaign.
“In the short term, the goal of the campaign is simply to raise awareness for the Vancouver Police Foundation and show support for the VPD by wearing the sunglasses,” says Martina Meckova, executive director of the Vancouver Police Foundation. “Our long term objective is to increase the membership of the Foundation and broaden the support base, so that more people in Vancouver can benefit from the work that we do in the community.”
A social media contest using Instagram coincides with the campaign launch and invites people to submit photos of themselves wearing the sunglasses, along with the hashtag #VPDPartners, for a chance to win a unique Ride-Along police experience. Symbolizing the solidarity between the people of the city and the Vancouver Police Department, the photos from the contest can be viewed on the Foundation’s website as a visual tribute to the police officers.
“Initially, we asked DDB to assist us with some print ads to promote the Vancouver Police Foundation in a local paper,” says Peter Brown, chairman of the Vancouver Police Foundation. “The agency returned with an impactful campaign strategy that lends itself successfully across various mediums, allowing us to build a stronger relationship with the public. The partnership between the community and police is fundamental to crime prevention and reduction efforts. It is through the Foundation that the citizens of Vancouver can support essential policing programs that may be beyond the immediate city budget capability, raise awareness of the outstanding contributions the VPD makes 24/7, and become partners in policing so together we can build stronger communities and make Vancouver the safest major city in Canada.”