Crafting a government awareness campaign for the Australian Federal Police 

Mude partnered with the Australian Federal Police Association on a government awareness campaign in Australia for the digital phase of What Are We Bargaining For? — a national push to highlight the realities faced by frontline officers.

The police force deal with a vast amount of vital work, often underpaid, often abused on the job by the people they are trying to serve, often working long tiring hours which take a toll on their mental health and their family. We developed creative to communicate these factors with a strong impact, and ensure that their needs and voices are heard by key policy makers and the public who will support them.

The campaign set out to bring visibility to the pressures behind the badge: long hours, rising public hostility, and the personal toll that service takes on families and mental health. Our role was to deliver a public sector campaign creative approach that turned these lived realities into a clear, human message. Through digital storytelling, visual design and targeted content, we helped ensure their voices were seen and heard, not just as statistics, but as people. The campaign aimed to build empathy, drive awareness and influence policy outcomes across key audiences, from government stakeholders to everyday Australians.