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“Agente Tu” Campaign

Client

National Police Dept.

Location

Dominican Republic

Programs

Ongoing Reputation Management

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Challenge

In the Dominican Republic, public perception of the National Police was highly negative. The institution was seen as lacking order, adequate training, and competitive salaries, while facing countless challenges that undermined its image. Within this context, the National Police needed to recruit at least 3,000 young people to join its ranks — a monumental challenge given the widespread distrust and rejection from society.

Solution

A comprehensive communication strategy was designed and implemented in three phases:

1. Inform and Connect: design and production of the campaign; placement across traditional media; mapping of regions with high potential recruits; and promotion of the “Voz Ciudadana” campaign.

2. Position and Mobilize: engagement strategy and strategic alliances; digital strategy; amplification through partners, spokespersons, and influencers; continuous monitoring and reporting; regional spokesperson workshops; and a crisis plan.

3. Reinforce: strategic alliances; recurring youth recruitment actions; monitoring public and social media sentiment; boosting conversations with key communication milestones; and ongoing reporting to measure campaign acceptance.

Results

The recruitment campaign achieved its objective: young people came forward to join the force, and the image of the National Police improved in the eyes of Dominican society. Monitoring efforts generated 97 media reports, while the breadth of creative assets and public engagement contributed to reshaping the narrative around the institution.

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