CLIENT
Victoria Police
1. Charles Hewitt - Senior Project Manager
2. Klaire Wallace - Clinical Psychologist/Project Lead
AGENCY
1. Charlie McDevitt - Group Business Director
2. Simon McCrudden - Chief Strategy Officer
3. Andrew Woodhead - Creative Director
4. Dan Brown - Senior Strategist
5. Cinnamon Darvall - Head of Broadcast Production
6. Alex Moore - Senior Copywriter
7. Alex Newman - Senior Art Director
8. Gui Machado - Senior Copywriter
SUMMARY
How do you value a human life? Victoria Police have lost 20 officers to suicide since 2012. As one Police Officer explained in research, “The uniform is more than simply clothing. It says...you will be resilient and rise above situations – almost bulletproof “. This cultural belief, combined with an environment that shut down conversations about suicide, meant a radical approach was needed. With only $400k investment, a brave and innovative piece of work was created that is starting to overturn a culture that has been embedded for 165 years.
