Singapore Police Force

Context

In 2024, the Singapore Police Force sought to inspire the next generation of officers to step up and serve. Moving beyond traditional recruitment ads, they wanted to tap into a deeper emotional truth — that leadership, courage, and service aren’t future goals — they start with a decision today.

Challenge

The challenge was to modernize the image of policing for younger Singaporeans. Instead of portraying it as just a career, the campaign needed to frame it as a calling — something urgent, meaningful, and worth acting on now.

Solution

We developed a social-first recruitment campaign anchored on the rallying call: “If not now, when?” Through powerful portraits and real stories of officers, the campaign showcased the human side of policing — highlighting resilience, leadership, and purpose. The straightforward, emotive line cut through the noise, pushing viewers to reflect on their own readiness to make a difference — today, not someday.