Campaign Analysis

Rebekka Heite
Nov 4
2 min read

Peoria Police Department – “Stop Playing Games and Answer the Call of Duty”

Overview

In early 2024, the Peoria Police Department launched a social media recruiting poster aimed at younger potential recruits. The visual featured tactical-gear officers and a bold headline: “Stop playing games and answer the Call of Duty.” The “Call of Duty” typography mimicked the branding of the popular video-game franchise.

Strategic Intent

The stated objective was to appeal to a younger generation that consumes video-games and digital media — bridging the familiarity of gaming culture with real-life service as a police officer. According to the chief statement, the image was “designed to connect to a younger generation.”

The campaign aimed to increase applicant interest and modernize the recruitment message by using edgy, game-inspired styling rather than traditional “join the force” visuals.

Creative Execution

Headline: “Stop playing games and answer the Call of Duty.”
Visuals: Officers in tactical gear with guns aimed (evoking video-game imagery) and a background of orange-tinged smoke.
Tone: High-adrenaline, game-inspired urgency; simplified message: “Switch from virtual to real duty.”
Channel: Social media (Facebook post by Peoria PD)

Outcome & Reception

The campaign immediately attracted significant backlash for multiple reasons:

Community members and media criticized the use of a video-game reference to depict policing, calling the message tone-deaf.
The visual representation (three white men in tactical gear with guns) was viewed as alienating to communities of color and misaligned with community-policing values.
The department deleted the post shortly after it went live, and the chief issued a public apology: “I sincerely apologize if somebody was offended … Our goal is to recruit the best qualified officers … in the most caring and respectful way.”

Lessons Learned & Implications for Recruiting Communications

What to salvage:

The insight: younger audiences may respond to more adventurous or game-style visuals rather than purely institutional ones.
A high-impact visual can draw attention and generate dialogue about recruiting.

What to avoid / refine:

Brand-fit & tone: Using video-game branding (especially a franchise known for shooting) in a policing context can send unintended messages about violence rather than service.
Diversity and representation: The imagery must reflect the community and the inclusive values of policing, not reinforce stereotypes.
Community alignment: Recruitment messaging must be coherent with the agency’s public-service mission and local trust-building efforts. Tone must align with community expectations.
Legal/branding risk: The visual closely mimicked a commercial video-game brand, raising concerns about copyright/licensing.