Telling Stories of the Real People Who Put on the Uniform

We ensured from the beginning that this wouldn’t be just another recruitment pitch. It needed to be a human story. Through extensive research and focus groups, we knew that any effort to shift perception needed to start by shifting who people think of as police officers. Each video introduced a different officer, sharing what makes their story unique, why they chose to serve, and what drives them each day.

Working closely with LMPD’s team, RedTag helped select officers whose stories reflected the department’s diversity and heart. Filmed documentary-style across Louisville, each piece combined candid interviews with cinematic b-roll of officers at home, on patrol, or training. RedTag handled every stage of production in-house, ensuring a consistent, authentic voice across the series. The visual approach leaned on warmth and realism, letting honesty lead the story and building trust through transparency.

Launched across TikTok, Meta, and YouTube, the series drew strong engagement from both officers and the public. As part of a broader rebrand and recruitment campaign, the videos became a cornerstone of LMPD’s public message, helping drive increased recruitment and reminding the community that behind every badge is a story worth hearing. 

For potential recruits, it helped them to see themselves in uniform. And it helped more Louisvillians see beyond the uniform to the family members, neighbors, and everyday people who wear the badge.