New ‘Cop Enough’ campaign for WA Police Union via kwpx&partners Perth hits hard
kwpx&partners Perth has created a new campaign for WA Police Union, supporting their fight for better working conditions and liveable wages.
The ‘Cop Enough’ campaign is a reminder that WA Police are subject to a work-life that most of us would be horrified to experience ourselves, and that the State Government’s complacency regarding pay and conditions is a slap in the face to people who already take enough hits in the line of duty.
“WA Police Officers chose their careers and accept that confronting scenarios, unconventional hours and a risk to their physical and mental health is part of the job. What they will not accept however, is the understaffing, overworking, poor conditions and stagnant pay.” Said Reney Omar, WA Police Union Corporate Communications Manager. “These additional hits on our cops add insult to injury, and if we as a state don’t fix the current situation, they’ll continue to leave the service at an alarming rate.”
The film elements, directed by Matt Pitcher at Inhale Content, feature a police officer getting repeatedly slapped. Pitcher said: “When Bryan and Dav briefed me on the idea, we discussed a few different ways we could execute it with VFX, but ultimately we decided the most authenticity and greatest impact would come from doing it for real. The 90-second single-take film gave us the space to let the performance carry the message with no effects, which makes it incredibly compelling and confronting to watch. The boys at Cue Sound also opted for a purist approach and only really enhanced the slaps that were captured on the day. There’s some editing and make-up employed in the 30-second TVC to build the drama in a short period of time, but the slaps were very real. Our conscientious stunt coordinator, Nigel Harbach, was on hand to ensure the incredible talent made it through the day with his face intact!”
Media for the campaign was planned by kwpx and the campaign featuring online film, TV, radio, digital, social, press and outdoor, launches this week.
Play the “Dealer’s Dog” and “Spat On” radio spots.
Credits
Client: Reney Omar
Client: Jasmine Loda-Batey
Senior Account Director: Tammy Hackett
Project Manager: Carol-Ann Cronin
Business Director: Dru Mincher
Executive Creative Director: Bryan Dennis
Executive Creative Director: Dav Tabeshfar
Production Company: Inhale Content
Director/Executive Producer: Matt Pitcher
Production Coordinator: Alexandra Nell
DoP: Elliott Nieves
1st AC: David Attwell
Male Talent: Gavin Cowie
Female Talent: Sita Bennet
Sound Mixer: Bryan Chance
Stunt Coordinator: Nigel Harbach @ GO Stunts
Hair & Make-up: Ali Knapton
Studio: Johnny Ma
Editor: Matt Pitcher
Photographer: Mauro Palmieri
Sound Studio: Cue Sound
Sound Design: Shaun Sandosham
Sound Producer: Anika Fourie
Radio VO: Gavin Cowie
Radio VO: Amy Mathews
Media Agency: kwpx
Media Planner: Jaimee Shurdington
Media Planner: Michelle Grogan
28 Comments
Well done.
As I have a son in the police force I strongly agree that our state government is screwing the police force. I believe that the force and all members deserve pay rises and better conditions.
Thats really good. Gets the message across aloud and clear
Simple. Brutal. Perfectly executed. Well done.
That stat around 40% of police is crazy.
best ad for not being a cop I’ve ever seen
Agree with ‘Wow’ above. Excellent work.
I’ve been to a few rallies and music festivals lately, definitely doesn’t appear to be a shortage of police.
Interesting
In being hard hitting, it’s not exactly doing any favours for recruitment. Can’t be two things at once though
Unfortunately, these state governments continue to fail our front line because they know the front line will vote for them anyway. Police, Ambos, Teachers and the list goes on. It won’t change.
just walk out. if it sucks, hit the bricks!
no one is forcing anyone to be a cop
you’re right. why do fash always always play the victim card?
I love this. This is a problem in every State. Great to see the Police finally starting to fight back.
If you know a cop, you know this is very true, you also know this is going on all over Australia and no Government will help at all.
It reminds me of the (award-winning) ‘Could you turn the other cheek’ spot that came out of London back in the day. Only, it was brave enough to be a recruitment ad. It had a focus and a purpose. This campaign is a spray gun aimed at everyone that won’t hit anything.
don’t like the casting, actually annoyed me. who wants to be a cop now?
literally why are agencies making copaganda
Unbelievable that 40% of police have to deal with this. Google ‘police 40%’ to find out more.
an awesome
campaign that I wish more would pay
attention to. some really
brave work. kudos
the police. On a long enough timeline ACAB. 1312
Kudos to you
Same for Prison Officers- but I wouldn’t be a police Officer for quids.
The public and the government needs to acknowledge this goes on.
Every day Police officers and Prison Officers cop this kind of abuse- it has to stop😡
I watched a man hold a girl at knifepoint to steal her car. The police caught him, disarmed him and took him in. The magistrate discharged him on the grounds he “doesn’t get intoxicated”. He was later found and arrested for being intoxicated, on drugs and being a menace to society. Only then did he go to jail. The girl still struggles to go to work each day. The police could have been attacked and their lives ruined. It’s such a joke.
Stand up for our police officers… or no one will be there to stand up for you when it all goes down.
We are the same. Your Commissioner supports you though.
This ad gives me goose bumps.
Cops, Fireys and our Medical and teaching family need to pull rank and file.
Your Firefighter family are with you 100%
At least your commissioner has your back.
Teachers , Nurses Police and Firefighters to name a few need to be rewarded financially. We can’t do all this then struggle to keep the bills at bay. Life IS tough. Government please don’t make it too tough. 🚒 🚑 👮♀️ 👩⚕️
A hard hitting campaign. When *hit hits the fan it’s the police that come running into danger to support and protect.
Be interesting to see a similar campaign approach for unions who are meant to support professionals working in the out of home/residential/secure care sector, caring for the states most vulnerable and traumatised children. Workers are injured daily, never any media coverage
I think change has to come from the top in any organisation in the Police Force perhaps some of the dead wood from the top has to be cleared. The court system needs an overhaul. To be honest if there is not a change from within the Police Force they will neither retain officers nor recruit them. Awful shift systems causing relationship breakdowns. Badly assaulted officers, DVs and general unruly behaviour and not enough on the ground to stop it. No back up on the ground or from the top. Police Officers suicide. No proper health and safety measures.When Police officers are assaulted there should b e adequate follow up on their wellbeing. It’s a disgrace and personally standing up for your rights is perceived as abusing your employer. Think everything is reverting back to no working rights for workers.
The Government need to make drastic changes, starting with the Justice system, bail act,
Government also needs to put in place programmes for young offenders, the Riverbank property is a good place to start, look at the Shalom programe, how lives are changed.
I think the number quoted of officers leaving is possibly not correct, the overseas officers don’t stay in the job long, a survey needs to be done as to how many have PR and left.