CENTRAL TEXAS PUBLIC SAFETY COMMISSION
Paid Social, Advertising Campaign, Production + Art Direction
Team:
Creative Director: Georgia Malone
Graphic Designer/Art Director: Riley Long
Copywriter: Lindsay Dube
Strategy Director: Emma Kjaer
Project Manager: Trinidad De Leon
The Central Texas Public Safety Commission (CTPSC) exists to recruit and support the public servants who protect Central Texas communities. To reach the next generation of candidates, the campaign moves recruitment into the space where that audience already lives, social media, leading with a bold, cinematic visual territory and direct, mission-driven language that reflects the reality of the job rather than a polished recruitment ad.
The objective is to reinforce the shared mission of Central Texas Public Safety by grounding recruitment messaging in the authentic voices and lived experience of its public servants.
CAMPAIGN
RESULTS
1,400+ APPLICATIONS
3M+ IMPRESSIONS
60K WEBPAGE VISITS
PREPRODUCTION
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PREPRODUCTION •
CAPTURING COMMUNITY & DRIVE
Production grounded the campaign in authenticity and strength. Real Central Texas public servants were cast in place of actors, wearing their own uniforms and gear. The visual language followed the same logic, bold, condensed typography paired with clean geometric type for balance, and a commanding red and blue color palette with grit-driven textures, building a look that reads as direct, assertive, and true to the people it represents.
SOCIAL IN ACTION
Using a combination of static single posts and carousels, the campaign balanced quick, scroll-stopping moments with fuller stories where a public servant's context called for more room.
