LAPD Recruitment Ads Focus on Public Service
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LOS ANGELES — Facing a shortfall in its hiring efforts, the Los Angeles Police Department on Monday launched a recruitment drive that focuses on the “soft side” of policing: helping people in distress.
“Unfortunately, in the past, many of our ad campaigns talked about the enforcement part,” said Police Chief Bernard Parks. “We thought it would be important to identify what they do about 95% of the time, which is dealing with service to the public.”
The $500,000 ad campaign features four 30-second video spots and a minute-long radio commercial. Each emphasizes the human side of police work, such as helping victims of domestic violence.
The LAPD seeks to hire 600 officers over the next year. Their salaries will be paid with a federal grant.
Parks said departments across the country are facing a shortage of officers.
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