Vancouver Police Foundation: Sunglasses

This case study describes how the Vancouver Police Foundation, a charity in Canada, raised its profile with people aged 18-34 with a campaign that sought donations in return for 'cool', police-style sunglasses.

Vancouver Police Foundation: Sunglasses

DDB Canada / Vancouver

Situation analysis

Overall assessment

The Vancouver Police Foundation (VPF) provides funding for key initiatives that are not covered by the City of Vancouver's annual operation budget for the Vancouver Police Department (VPD). Each year the city gives the VPD a budget that meets the minimum requirements for keeping the city safe. This covers salaries and equipment maintenance, but it doesn't cover everythingthat the police want to do. For example, if an officer wants to create a relationship with his district (and the initiative needs funding) they turn to the VPF...

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