THE CALIFORNIA <br> POLICE ACTIVITIES <br>LEAGUE
Bringing CALPAL’s story to life.
When former collaborator Katrice reached out to Jen a couple of months ago, she had a request that differed slightly from the work we ordinarily do.
As an employee experience company, our work typically focuses on the people inside organisations, helping leaders foster connection, engagement and change through compelling experiences, narratives and communication.
Now, consulting with the California Police Activities League (CALPAL), Katrice reached out to us to see if we could help create an externally-facing video that tackled sensitive subject matter in a powerful way.
We had previously worked with Katrice on a sustainability program for Mattel that helped bring a story to life, and she wanted to see if we could do the same for CALPAL. There was little budget, but a massive opportunity to create positive difference in the community — so we said, let’s do it. We were happy to give back to a matter we care about.
The Challenge.
Based in California, CALPAL is a not-for-profit organisation with a mission to reduce juvenile crime through programs that connect and unite marginalised young people with police officers to build relationships and understanding with one another.
They do this by providing educational, athletic and life enriching youth programs that will develop discipline, positive self-image, mutual trust and respect.
In a time where relationships between law enforcement officers and civilians are being tested in the US and throughout the world, CALPAL believes their programs and relationship building is a blueprint for change.
The Opportunity.
To reach more people within the community, CALPAL needs funding support for their programs, and to connect CALPAL’s programs, mission and vision with its communities, they wanted to create a short video that would lay down the foundation for their blueprint for change — inspiring potential investors to support CALPAL.
The opportunity was to help CALPAL grow and have its programs impacts reach greater audiences, and inspire change for good.
Project:
Innovations in policing video
Length:
60 seconds (196 words)
Style:
Animated video
The Shift.
The script was based on the idea that all children no matter their background share the same dreams, and deserve the equal chance to realise those dreams.
We chose to veer away from creating a character-led piece, instead using shapes and motion to serve as metaphors. Using clear CALPAL colours and references to the programs and purpose – we wanted to build a visual world that represents the CALPAL vision, and encourages people to donate and learn more.
“All children share the same dream”
