CAMSO
The collaboration between the Service de police de la Ville de Montréal (SPVM) and Kabane began with designing, creating and deploying a vast recruitment campaign aimed at people from diverse backgrounds in Montreal. Based on the campaign’s performance, the SPVM continued to collaborate with Kabane year after year. The proof is in the numbers: 70% of traffic to the recruitment page came from the first campaign, and the efforts have continued, attracting an even larger pool of “agents of change” than originally planned.
The campaign concept developed revolves around the notion of agents of change, the intention being to create an optimistic and inspiring movement that connects SPVM personnel with those about to join the organization. A genuine meeting between prospects and professionals, featuring the uniqueness of contributing to an organization in the heart of a city rich in stories—stories of mutual aid that debunk some of the myths surrounding policing in major urban centres. In addition to the ideation and design of the campaign, our team built a digital planning strategy and took care of deployment to ensure the campaign's reach.
