Victoria Police: Senior Constable Laurie Fox

Victoria Police in Australia worked with the family of Senior Constable Laurie Fox, who took his own life, to bring him back using Deep Fake technology in a campaign to break down the barriers that prevented officers from talking about mental health issues and normalise the process of asking for help.

Background

It is a sad and unacceptable truth that police officers are significantly more likely to experience suicidal thoughts and behaviours than the general public or any other occupation. Over the last seven years, more than 20 Victoria Police officers have died by suicide - almost three every year. On a mission to prevent another officer taking their own life, Victoria Police briefed McCann to develop a strategic approach to this dire situation and produce their most important behaviour campaign to date. The aim, to break down the barriers that prevent officers from talking about mental health issues and normalising...

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