LMPD
Mission Brief
RedTag worked closely with the Louisville Metro Police Department (LMPD), the Chief of Police, and the Mayor's office to launch a public-facing brand that embraced a transformative approach to policing. The campaign centered on the powerful tagline, "One Metro One Mission," and the mission statement "Building a safer, stronger Louisville for everyone."
Client Name
Louisville Metro Police DepartmentServices
Brand Strategy, Recruitment Campaign, Digital Marketing, Video ProductionIndustry
Law Enforcement, Community RelationsPlatforms
Social Media, Digital Advertising, Community Outreach, Traditional Media
At A Glance
The Challenge
LMPD's needed to redefine their relationship with the community, and attract a diverse pool of applicants who embody the department's vision of unified, community-centric policing. RedTag was tasked with developing a new visual brand that to empower recruitment efforts, community outreach, and beyond.
How RedTag Helped
Comprehensive Research and Community Engagement
- Conducted extensive research, including interviews and focus groups with officers
- Gathered deep insights and data to inform a policing approach that resonates with Louisville's diverse population
Powerful Brand Messaging
- Developed the "One Metro One Mission" tagline to emphasize unity and shared purpose
- Crafted the mission statement "Building a stronger, safer Louisville for everyone" to succinctly communicate LMPD's commitment to the city
Community-Centric Recruitment Strategy
- Created recruitment campaigns that highlighted a new vision of policing
- Emphasized the role of officers as community builders and problem solvers
Authentic Storytelling Through Video
- Produced the award-winning "Legacy" video campaign that showcased real LMPD officers and their community impact
- Developed a series of short-form videos highlighted the real people behind the badge and the department's new approach to policing
Inclusive Digital and Social Media Strategy
- Launched targeted digital campaigns to reach diverse communities
- Created social media content that highlighted LMPD's community outreach programs and new initiatives
RedTag's comprehensive strategy for LMPD transcended a typical recruitment campaign. By working closely with LMPD leadership and city officials, we helped craft a new vision for policing in Louisville. The "One Metro One Mission" tagline and the focused micro mission statement serve as rallying cries for both the department and the community.
Our “Legacy” video not only won multiple awards from the America Advertising Federation, it was recognized by the FBI as a benchmark for police recruiting campaigns. This acknowledgment not only validates the campaign's effectiveness and innovation, but also positions LMPD as a trailblazer in modern police recruitment and community relations.
This initiative represents a fundamental shift in how LMPD approaches its role in the community. It's not just about law enforcement—it's about building a stronger, safer Louisville for everyone. By emphasizing unity, community engagement, and shared purpose, we've helped LMPD take significant steps towards becoming a model police department for the 21st century.
The success of this campaign demonstrates the power of aligning a department's internal culture with its external messaging. As LMPD continues to embody the "One Metro One Mission" philosophy, it stands as a testament to how thoughtful branding and community engagement can transform a police department's relationship with the citizens it serves, setting a new standard for law enforcement agencies nationwide.
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