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Think HQ has launched ‘Everyday People, Legendary Work’, a fully integrated national campaign for the Australian Federal Police (AFP) aimed at demystifying the agency and attracting diverse recruits from all walks of life. Built on insights from AFP staff and community research conducted with Verian, the campaign highlights the breadth of over 200 career paths and the real-world impact of the AFP’s work—ranging from cybercrime to counter-terrorism. Through a series of engaging films featuring everyday Australians discussing the legendary work of their friends and neighbours in the AFP, the campaign connects on a human level while showcasing authenticity with real officers, equipment, and locations. Developed entirely in-house by Think HQ—from strategy to production—the campaign reflects a broader push for inclusivity and relevance. It launched nationwide on June 10 across cinema, BVOD, radio, OOH, digital, and social platforms, with built-in flexibility for evolving recruitment needs.
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