Skip to main content

San Diego Police Unveil New Advertising Campaign To Attract More Officers

A San Diego police officer with a police dog waits outside a house with a pos...

Credit: Associated Press

Above: A San Diego police officer with a police dog waits outside a house with a possible suspect inside Friday, July 29, 2016.

SWAT teams jumping into action, helicopters flying and boats racing through the water are all part of a new marketing video for the San Diego Police Department.

For years, SDPD has been struggling to get to full staffing and it still needs to fill more than 200 positions. San Diego Mayor Kevin Faulconer said this new campaign will help attract the “best and the brightest recruits.”

RELATED: San Diego City Council Unanimously Approves Raises For Police Department

San Diego State University Assistant Marketing Professor Sunaina Chugani Marquez said the campaign could attract more masculine candidates.

"I think this ad might appeal to younger viewers who are maybe idealistic — who want purpose and to use their strength and power to make a difference," Chugani Marquez said.

The department also rolled out a video of David Nisleit reciting an oath and an officer who looks into the camera and said, "I took my oath, when will you take yours?"

"This one is definitely speaking to honor and a commitment to something bigger than yourself," Chugani Marquez said. "I can see how it would appeal to people in the military as well because when you’re in the military you’re committing to something greater than yourself and this is tapping into this idea of honor and commitment."

RELATED: San Diego Police Union, City Reach Deal On Pay Raises

The city is spending $350,000 on the new marketing campaign which will promote the videos on social media and the web.

Want more KPBS news?
Find us on Twitter and Facebook, or subscribe to our newsletters.

To view PDF documents, Download Acrobat Reader.