North Carolina Department of Public Safety

CAMPAIGN

WHAT IT TAKES: A Recruitment Campaign to Rebuild Trust and Purpose in Policing.

North Carolina law enforcement agencies faced growing recruitment and retention challenges in 2024, especially in smaller and rural communities. In response, the Governor’s Crime Commission launched a statewide effort to better understand what today’s public safety professionals—and future recruits—are looking for in a career.

Through a comprehensive survey of current officers, recruits, former officers, and job seekers, one thing became clear: there is a powerful opportunity to help agencies tell a more honest, human story about service in law enforcement—one rooted in purpose, commitment, and community impact.

To bring that story to life, the Governor’s Crime Commission partnered with Angel Oak Creative and an advisory group of law enforcement professionals from across North Carolina. Together, they represented a broad range of perspectives, including departments with strong recruitment success and those navigating ongoing staffing challenges.

That collaboration led to the creation of the What It Takes campaign toolkit—a collection of messaging frameworks, communication resources and video series designed to help agencies:

• Strengthen recruitment efforts across North Carolina, with special support for smaller and rural departments.
• Create a more unified and consistent message about the role and value of law enforcement statewide.
• Challenge outdated misconceptions by highlighting the heart of policing—service, leadership, integrity, and community—in a fresh, authentic, and engaging way.

Check out the public-facing campaign: ncdps.gov/about-dps/current-initiatives/law-enforcement-recruitment