California Highway Patrol
Made for More CampaignIn the wake of an attitude shift toward law enforcement everywhere, the California Highway Patrol needed a way to inspire people to join California’s strongest team. Augustine knew just how to do it.
Our Visioneers knew we needed to reach a specific group of people for this campaign to work. Those out there who have exactly what it takes. People who are Made for More.
The California Highway Patrol has been keeping California roadways safe and secure for almost a century. These brave officers are an integral part of communities all over the state — but the drive to get involved just wasn’t there. CHP had been experiencing a steady, year-over-year decline in officer applications for quite some time. They wanted a way to catch the attention of those that had the potential to do something exceptional with the CHP. Those who wanted to do something more with their lives. That gave Augustine an idea.
A CHP officer embodies many qualities. They have to be resilient. Smart. Strong. Empathetic. Above all, they must be willing to put it all on the line for their community. It’s a tough ask — but there are those out there who have exactly what it takes. People who are Made for More.
The Made for More campaign creative focused on a diverse set of real officers, showing them in their day-to-day life and then, transitioning into their role as a CHP Officer. The intention was to demonstrate how everyday people could be destined for something greater, inspiring those with a drive to do more to begin the process of applying. Creative ran digitally, in print, on billboards across the state and at in-person CHP events.
Additionally, we developed a landing page, where future applicants could find detailed information on every step of the application process, from the first conversation with a recruiter to graduation from the Academy.
We set out to reach those in California that we knew were made for more — and they responded in droves. The California Highway Patrol had never seen so many applications before, and in just five short months, the Made for More campaign achieved 130% of the campaign goal, garnering results unmatched by other top law enforcement agencies throughout the United States.
- 3,739 applications in the first three months
- 130% of the campaign goal achieved
- 2:33 average session duration
The California Highway Patrol has been keeping California roadways safe and secure for almost a century. These brave officers are an integral part of communities all over the state — but the drive to get involved just wasn’t there. CHP had been experiencing a steady, year-over-year decline in officer applications for quite some time. They wanted a way to catch the attention of those that had the potential to do something exceptional with the CHP. Those who wanted to do something more with their lives. That gave Augustine an idea.
A CHP officer embodies many qualities. They have to be resilient. Smart. Strong. Empathetic. Above all, they must be willing to put it all on the line for their community. It’s a tough ask — but there are those out there who have exactly what it takes. People who are Made for More.
The Made for More campaign creative focused on a diverse set of real officers, showing them in their day-to-day life and then, transitioning into their role as a CHP Officer. The intention was to demonstrate how everyday people could be destined for something greater, inspiring those with a drive to do more to begin the process of applying. Creative ran digitally, in print, on billboards across the state and at in-person CHP events.
Additionally, we developed a landing page, where future applicants could find detailed information on every step of the application process, from the first conversation with a recruiter to graduation from the Academy.
We set out to reach those in California that we knew were made for more — and they responded in droves. The California Highway Patrol had never seen so many applications before, and in just five short months, the Made for More campaign achieved 130% of the campaign goal, garnering results unmatched by other top law enforcement agencies throughout the United States.
- 3,739 applications in the first three months
- 130% of the campaign goal achieved
- 2:33 average session duration
The California Highway Patrol had never seen so many applications before, and in just five short months, the Made for More campaign achieved 130% of the campaign goal.
