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Campaign Concept Revealed at 2024 UCOPA Conference

The creative concept for a new retention and recruitment campaign to boost police numbers in Utah was revealed at the 2024 Conference of the Utah Chiefs of Police Association.

Titled “Find Yourself in Utah”, the campaign aims to recruit an estimated 1,000 law enforcement professionals for the Beehive State by the end of 2025. That number includes both police officers, and other professionals such as those working in corrections, highway patrol, sheriff’s departments, and campus and hospital police.

The campaign is funded by a $57,000 grant, and is being managed by Boston-based public relations firm John Guilfoil Public Relations (JGPR).

“Utah needs law enforcement professionals, and the state has a lot to offer,” said JGPR Digital Marketing Director Kristen Potter. “We’re excited to partner with UCOPA and lay the foundation for Utah’s future as one of the safest and fastest-growing states in the union.”

The campaign will focus on attracting new recruits by highlighting the lifestyle benefits available in Utah, including a low cost of living, access to national parks, and opportunities for outdoor recreation.

“Utah ticks a lot of boxes for people at various stages in their life,” Campaign Manager Tom Peine said. “Whether that’s a family-orientated environment where you can live, work and play, or access to some of the most scenic landscapes in the country: Utah has a bit of something for everyone.”

The campaign currently consists of a dedicated website displaying career options, and UCOPA will soon release promotional videos and carry out live recruitment events.

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