The :60 spot we developed for the campaign was the opening salvo necessary to reframe the narrative and reintroduce the BPD to a new generation of potential recruits; ones that represented the ethnographic data gathered during officer and community interviews. The spot was a pivotal part of the integrated campaign elements developed by idfive, which highlighted the beneficial social impact gained through becoming a BPD officer. With strained community relations, we knew that in order to best represent what BPD stood for, we had to focus on the BPD, all shapes, sizes, within Baltimore.