Australia – A new national campaign by the Australian Federal Police (AFP) is turning the spotlight on the everyday Australians behind the nation’s most vital security operations. Developed by fully integrated agency Think HQ, the “Everyday People, Legendary Work” campaign aims to demystify the AFP’s work and attract recruits from a wide range of backgrounds and experiences.
Launched across cinema, broadcast video on demand (BVOD), radio, out-of-home, digital, and social media, the campaign features a series of cinematic films blending real-world AFP action with relatable, community-based storytelling.
At its core, the campaign shows ordinary people in casual conversations — neighbours, friends, and colleagues — talking about AFP personnel they know who are involved in extraordinary work, such as cybercrime investigations, counter-terrorism, and child protection.
Moreover, the campaign, grounded in extensive research and insights from current AFP staff, community focus groups, and surveys, was developed in collaboration with research agency Verian. More than 200 AFP career paths are spotlighted through the initiative, promoting a diverse range of roles both domestically and internationally.
Think HQ managed the end-to-end production of the campaign, involving creative strategy, production, post-production, and culturally inclusive language services via its CultureVerse team.
“This is exactly the type of brief we love to tackle,” said Jen Sharpe, founder and managing director at Think HQ. “The AFP came to us with a clear ambition: to connect authentically with modern Australia and reach a wider, more diverse audience. We’re proud to have handled the entire journey — from concept to delivery — all under one roof.”
Meanwhile, Brooke Jones, coordinator for marketing communications at AFP, emphasised the importance of authenticity. “We wanted the campaign to reflect the real AFP — our people, our equipment, our environment. It was vital that the work resonate not just with new talent, but also our current workforce,” Jones said.
“Ultimately, our message is simple: whoever you are, wherever you’re from, the AFP needs your unique perspective and lived experience. You can build a meaningful career with us,” Brooke added.
