Do little kids still want to grow up to be police officers in America? By the time they’ll be old enough for the job, they’ll have seen a constant stream of news of police officers making major mistakes and causing significant damage to their professions reputation.
If Police in America were a major airline, which killed random customers daily and “accidentally” do you think they’d still be “flying the friendly skies?”
Reputation management is something we do at The Next Wave. This would be a major challenge, up there with getting kids to stop smoking, or people to trust a brand again after a major fail. We believe we need a national conversation to take place about what it means to “serve and protect” and being an “officer of the peace” looks like in 2021.
One thing we’re certain of, showing up in military gear to a legal protest is probably not the best way to diffuse the situation. We put together a series of posters/memes to try to show how ridiculous this has become. Note, we don’t own the rights to these photos, nor do we have permission to use them. However, since it’s educational and for public criticism of the new “trade dress” of police in the US- we believe it falls under fair use.
We believe it’s time for a national re-training of the police in this country, It’s time to re-examine what service police are here to provide and it’s value and values. When protesters say “No justice, no peace” what does that mean?
Can you honestly tell little kids that being a police officer is still a desirable job when they will hear stories of police shooting people in their garages, holding a subway sandwich, or in a raid in the middle of the night, or even when an officer comes “home” to the wrong apartment and shoots it’s occupant? The common thread- is the victims are Black. I’m not linking to any of these stories or naming names, because to do so is actually minimizing the scope of the problem. It’s happening way too often, way too frequently, and that’s the basis of our call for a rebrand and some reputation management.
It starts with public perception. It starts with how you come dressed to the party. It’s time for reform.
Update: 11 Mar 2021- This series was awarded a Gold in the AAF Advertising Awards by the Cincinnati Ad Club. It will advance to the regionals:
BLM- Police Rebrand 093B-365671-05-CIN Public Service > Print > 093 – Pro Bono Print Advertising > 093B – Campaign