The Singapore Police Force competes with The Army, The Navy and The Republic of Singapore Air Force for recruits. As the latter three seem to project a more dynamic career with their "big toys", the SPF had to find a way to connect with their intended target audience. A discovery of a key insight that all training conducted by the Singapore Armed Forces involved hypothetical scenarios led to the development of the SPF campaign line - Realise Your Talent In The Real World. Simply put, the SPF discovers what you're really good at and puts it to use in solving real problems, not hypothetical ones. Media: YouTube (and Cable TV)
