AFP opens the doors with new campaign inviting ‘everyday people’ to join the ranks

A national campaign created by Think HQ is positioning the Australian Federal Police as a career destination for people who never pictured themselves in uniform, spotlighting the agency’s diversity of roles and the real-life impact of its work.

Titled Everyday People, Legendary Work, the campaign is designed to lift the curtain on its operations, highlighting more than 200 career opportunities available across Australia and globally.

Built on insights from community focus groups, employee surveys and internal research developed with agency Verian, the campaign features a series of films that depict casual conversations between everyday Australians who have friends and neighbours working inside the AFP - people “just like them” tackling high-impact roles like cybercrime, counterterrorism and child protection.

The multi-channel effort marks a significant move to reposition the AFP as a modern, inclusive employer. It launches nationally across cinema, BVOD, digital, social, radio and out-of-home from 10 June.

Think HQ handled the campaign, including creative strategy, production, post, language services and its CultureVerse team.

“This is exactly the type of brief we love to tackle,” Jen Sharpe, founder and managing director at Think HQ, said. “The AFP came to Think HQ with a genuine desire to engage with today’s Australia and reach a broader audience. We are uniquely placed to help clients tap into different communities with impact and relevance.”

“It’s wildly exciting that we’ve been at the helm for the entire journey from initial briefing to creative development through to full production and post production, all under one roof,” she said.

Brooke Jones, coordinator marketing communications at the AFP, said authenticity and inclusivity were critical to the brief.

“For the AFP, the focus was on developing content that was as authentic and realistic as possible, showcasing real-world members, equipment and locations, and we’re grateful to the real officers featured,” Jones said.

“Ultimately, our message is whoever you are, whatever your ambitions and visions, we need your diversity of thought and experience, and you can carve out a meaningful career with the AFP.”