The Lithuanian Police: Join the police

The Lithuanian Police force encouraged young people to consider joining the force in Lithuania by leveraging the popularity of video games.

Getting more young people to enroll into the police academy - that was the main task that our agency had to solve through creative communication campaign. Surveys have shown that four out of five Gen Z youth in Lithuania play video games. Moreover, this audience spends a lot of time not only playing games, but also watching game streams or related social media posts. By tapping into that we came up with idea to transfer police work to virtual GTA V environment. Three videos from the #JoinThePolice campaign have gone viral online, featuring scenes from the game in the guise...

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