Year-long campaign starts Dec. 1 created as pro bono campaign by Little Rock marketing firm
Dec. 1, 2015, Little Rock Arkansas – Three Central Arkansas law enforcement agencies are the focus of a new public service campaign that launched December 1 in Arkansas. The PSA campaign, called Behind the Badge, was created as a pro bono project by Arkansas marketing firm, The Communications Group.
The Communications Group president, Dan Cowling says Behind the Badge grew from a combination of current events and a personal connection: the agency’s creative director has a son who works in law enforcement in a large metropolitan city. Cowling said 18 officers from Little Rock Police Department, North Little Rock Police Department and the Pulaski County Sheriff’s Office were interviewed on camera and their stories became television and radio spots featuring the officers and the reasons they serve. Each spot features three to four officers who serve in law enforcement in Pulaski County.
Kicking off the campaign Dec. 1 at the Arkansas State Capitol Building, Arkansas Sen. David Sanders said, “Behind the Badge is not a campaign about a police department. It is not even about crime. Behind the Badge is about the untold story of the men and women who get up every morning, put on a uniform and a badge and put their lives on the line to keep our community, to keep us and our families, safe.”
The Behind the Badge campaign includes 4 TV spots, 4 radio spots, digital outdoor boards, a website and bumper stickers. KATV, Channel 7 and Central Arkansas iHeart radio stations are airing the spots. Lamar Outdoor is featuring the campaign on digital billboards throughout Pulaski County. Simmons First National Bank’s 22 locations are serving as the pickup point for Behind the Badge bumper stickers. A total of 10,000 bumper stickers were printed and donated by Positive Impressions owner, John Festa of Little Rock. The campaign will run for a year.
“The support we’ve received for Behind the Badge has been incredible. Once we got the stories of these officers developed, we started asking for support from media and community leadership and just about everyone said yes,” said Cowling. “We found so many people who wanted to be a part of telling these officers’ stories. It’s a testament to how people view law enforcement in Central Arkansas,” he said. Cowling thanked Little Rock’s Chief Buckner, North Little Rock’s Chief Davis and Pulaski County Sheriff Holladay for their support.
Find out more and see all the campaign elements at ARBehindTheBadge.com.
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The Communications Group is a marketing, advertising and public relations firm founded in 1987, with offices in Little Rock and Dallas and with clients throughout North America. Principals: Dan Cowling, president and founder; Dane Cowling, founder; Lisa Van Hook, executive vice president.