N.O. Police Details Bauerlein To Polish Image, Boost Ranks | Adweek N.O. Police Details Bauerlein To Polish Image, Boost Ranks | Adweek
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N.O. Police Details Bauerlein To Polish Image, Boost Ranks

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By Janet Plume





NEW ORLEANS--Bauerlein Advertising here was recruited by the New Orleans Police Foundation to develop an image campaign aimed at recruiting new officers and winning back the confidence of local citizens.





The campaign, which breaks this week, is backed by a $1.5 million budget. The effort comes as the Big Easy's national image has become the subject of books, movies and television series all portraying a corrupt and polarized police force.





The multimedia campaign also debuts more than two years after Washington, D.C., Police Supt. Richard Pennington took over the New Orleans Police Department, vowing to uproot corruption and stem violent crime. He has since removed more than 200 officers from the force and created a public integrity unit, which includes two FBI agents on staff.





A group of local businessmen last year founded the New Orleans Police Foundation, modeled after a similar group in New York. The foundation hired Bauerlein to create the force's first recruitment campaign, which includes a TV spot with a voiceover by Alec Baldwin, who developed an affinity for the city while filming the movie, Heaven's Prisoner.





Tagline for the effort is: 'Stand up for what you love. Be a New Orleans police officer.'





The campaign runs through June in New Orleans and nearby major markets with TV, radio, print and outdoor ads. The goal is to attract 10,000 applicants, and to involve the public in law enforcement beyond police recruiting.





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