Australian Federal Police: Crime interrupted

The Australian Federal Police (AFP), encouraged applications from women and culturally and linguistically diverse (CALD) people in Australia by launching a podcast telling the true stories of AFP officers.

How an AFP recruitment drive disguised as a true crime podcast cracked the case on modern creative strategy

The problem/opportunity

The Australian Federal Police (AFP) is the Australian Government’s federal law enforcement agency tasked with investigating and preventing the most serious of crimes, ranging from terrorism and child exploitation, to serious fraud and human trafficking.

In 2019, we were engaged to develop a strategy to overcome the major recruitment issue facing the AFP; namely, its workforce skewed heavily towards Caucasian men and under-indexed on female and culturally and linguistically diverse (CALD) recruits.

This was a problem for two reasons:

1....

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