In a campaign to highlight safety on the streets of Venezuela, JWT teamed up with El Hatillo, a district of Caracas where there are 11 homicides per day, to prove the essential role of the police in a tough area.
The agency restored a group of previously out-of-service police cars and placed them in the most dangerous district areas with no cops inside, but instead surveillance cameras. The agency claims the initiative, titled "The Invisible Police," led to people getting out and about on the streets more because they felt safer.
The agency turned the campaign into a viral video with the hashtag #MoreRealCops, which garnered more than a million views in the first week and was on the top trending topics on social networks. National and international media coverage ensued, and the El Hatillo district also had a 30% increase in police recruitment.