The Australian Federal Police protect and serve Australia, but their workforce doesn’t represent it. Their mission was clear: recruit a new generation of officers who reflect today’s Australia, with more women, First Nations people and culturally diverse Australians.
The AFP don’t need to shout about what they do, their work speaks for itself through headlines, history books and the stories we see in films, TV and podcasts.
We built a brand platform that honoured that legacy: Everyday People, Legendary Work. A recruitment campaign that invites new voices to the story and shows the AFP not just as a career path, but as a place where regularly people can do extraordinary things.
