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There are two sides to being a cop.

Minneapolis Police Department

To create more diversity on the force, the MPD needed to update their brand image before they started recruiting women and minorities. Market research revealed that police officers view their roles as both strict law enforcement officers and community advocates who can make a difference. Recruitment posters emphasized their roles in the community with the common headline, “Be Looked Up To.” and the tagline, To Protect With Courage And Serve With Compassion, which was added to all marketing materials and squad cards.

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