LAPD Launches Ambitious New Recruitment Campaign to Inspire the Next Generation of Officers NR25073jf

“Unrivaled Since 1869” Aims to Showcase the Depth, Purpose, and Prestige of a Career with the LAPD

Video featuring new campaign can be found HERE

LOS ANGELES, CA — April 14, 2025 — The Los Angeles Police Department (LAPD) today announced the launch of a bold new recruitment campaign, “Unrivaled Since 1869,” aimed at reigniting interest in law enforcement careers and repositioning the LAPD as a dynamic, purpose-driven workplace for the next generation of officers.

Faced with a national decline in law enforcement applicants and growing staffing shortages, the LAPD partnered with creative agency VGCA to develop a forward-thinking campaign that not only attracts new recruits but also revitalizes the LAPD brand. At its core, the campaign underscores the Department’s commitment to service, innovation, and community engagement while highlighting the wide range of roles available across the organization.

With over 250 different job types—from detectives and drone pilots to cybercrime investigators and mental health specialists—the LAPD offers a diverse and exciting career path for individuals seeking purpose, impact, and growth.

“This campaign is about more than recruitment. It’s about reminding the city—and ourselves—why the LAPD has long stood as a global leader in law enforcement,” said Chief of Police Jim McDonnell. “We want to inspire people from all walks of life to see themselves wearing this badge and know that here, they can build a career that truly matters. The LAPD is not just a place to work—it’s a place to serve, to innovate, and to lead.”

The “Unrivaled Since 1869” campaign is laser-focused on engaging a new generation of recruits—specifically young adults aged 21 to 35, digital natives from diverse backgrounds who may be seeking purpose but have grown skeptical of traditional institutions. The campaign challenges these individuals to “step up” and be part of something greater than themselves.

The media rollout begins today, April 14 and includes digital video ads on top streaming platforms, targeted social content across YouTube, Instagram, Reddit, and Twitch, and high-impact outdoor billboards across Los Angeles.

As the top law enforcement agency in the world, the LAPD is reinforcing its position as a modern, tech-forward, and culturally relevant force—ready to meet the moment and build the future of public safety in Los Angeles.

To learn more about joining the LAPD, visit http://lapdunrivaled.com/

Media Contact:
LAPD Media Relations
213-486-5910