Australian Unity Campaign - DPR&CO Work

Victoria Police

Bushfires, COVID-19 and four police officers lost in the line of duty. It’s been a tough year for Victoria Police.

The Victoria Police annual Blue Ribbon Day is the day the Victorian community pauses to remember the sacrifices made by Victoria Police in our service. It also raises funds to invest in ‘Living Memorials’ in the form of emergency medical facilities in hospitals across Victoria. These are named after police officers who have died in the line of duty.

As 2020 has been a year like no other for Victoria Police, we needed a campaign to appropriately highlight their exceptional service.

 

Approach

In the aftermath of four police deaths in a single incident, the last thing we wanted Victorians to remember about its fallen police officers was an accident scene. Instead, we created a campaign using footage of a lone bagpiper playing the tune used at all Victoria Police commemorative events. The dawn performance at the St Kilda Rd memorial to Victoria Police is a moving tribute to the fallen officers as well as to those serving officers who have performed so superbly under the stress of COVID and the tragic Victorian bushfires.

The campaign TVC is accompanied by a wide range of other media channels including radio, out-of-home, digital and print.

Thanks to the efforts of Nick Swifte at Rapid media and generous donations from media networks, stations and publications, the campaign is running throughout Victoria across the month of September.