Facing an increasing shortage of qualified applications from minority candidates, the NYPD decided to launch a high-profile advertising campaign aimed to help recruit a more culturally diverse police force. GlobalWorks was asked to adapt multiple ads into French, Korean, Chinese, Russian and Spanish.

The task was an especially delicate one. Beyond recruitment, the campaign sought to restore the NYPD's damaged reputation among minority populations, following the tragic and divisive Amadou Diallo and Abner Louima cases.

Our biggest challenge was to make the ads culturally sensitive - to ensure that the copy, photography, and messaging were relevant and meaningful to each of the campaign's specific ethnic and cultural audiences.

We went to extraordinary lengths to review the campaign's suitability for each community it intended to reach, and made the necessary changes for adapting message, tone and/or visual.

Thanks to our work, that year's graduating class reflected on every level the rich multicultural tapestry of NYC.