BPD ‘Who Do You Stand For’

Recruiting police officers has never been more challenging, especially for the Baltimore Police Department. The BPD needed an authentic yet hopeful recruitment campaign that demonstrated commitment to the people it serves.

Working with the department, idfive uncovered insights from hundreds of hours of officer and community interviews. The message was clear: the community didn’t want “cops.” They wanted the police to be a force for positive change. The “Who Do You Stand For” video answers that call in direct, honest language, narrated by the BPD commissioner.

The results: between July 2019 and June 2020, applications to join the BPD doubled.