Dec. 1, 2015, North Little Rock Arkansas – “I’m a person, I’m a mom, I’m a soccer mom, just like everybody else out on the field,” says North Little Rock Police Officer, Karen DiMatteo, in a 30-second TV spot. That spot and three others, along with four radio spots, start airing Dec. 1 as part of a new Central Arkansas public service campaign called Behind the Badge. The PSA campaign was created as a pro bono project by Little Rock marketing firm, The Communications Group.
Kicking off the campaign today 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 stories 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 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 North Little Rock Police Department, 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.
Television and radio spots, digital billboards, a website and bumper stickers are part of the campaign that spotlights officers of the North Little Rock Police Department. “We are honored to have been asked to participate in this campaign,” says North Little Rock Police Chief, Mike Davis. Six North Little Rock police officers from a variety of the department’s divisions are featured in the campaign.
KATV, Channel 7 and Central Arkansas iHeart radio stations are airing the spots. Lamar Advertising Company is featuring the campaign on digital billboards throughout Pulaski County. Simmons First National Bank’s 22 locations in Central Arkansas 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 12 months.
“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. And we couldn’t have done it without the full and complete commitment of Chief Davis. It’s a testament to how people view law enforcement in Central Arkansas,” he said.
Find out more and see all the campaign elements at ARBehindTheBadge.com.
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Led by Chief of Police, Mike Davis, the mission of the North Little Rock Police Department is to promote a high quality of life for the citizens of the City by ensuring a safe, secure and peaceful environment in accordance with the principles and values of the organization.