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Using the simple tagline “Do good,” Deutsch/LA is breaking a campaign to lure recruits to the city’s police force while softening the image of a department hammered by bad publicity in recent years.
Billboard and radio ads planned for the $2 million pro-bono effort take pains to point out the kindhearted and courageous work performed by officers. Some 64 boards go up this week, with messages about moments involving the LAPD. The text includes the name or names of the officers and the date and time of the moment.
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