The Long Beach residents and Long Beach Police Department feel mutually afraid and intimidated by each other. We were given the task to work with LBPD to build trust between the police department and Long Beach locals.
We came up with an interactive kit for ride along passengers to co-create authentic content to share with their communities.
Our strategy was chosen to be implemented and is now in the making.
14 wk project, 2018
Sponsored by the Long Beach Police Department
Team: Kimberly Handoko, Radhika Kashyap
There is a lack of trust between Long Beach residents and the their Police Department.
We interviewed 45 Long Beach locals and 15 Police Officers to identify possible reasons behind the distrust
Key cultural immersion insights
Long Beach is a diverse city, however, different ethnic groups live in segregated parts of the city.
To proactively shape sentiment, LBPD should tailor their engagement efforts to different community segments using a variety of channels and recognize that one size does not fit all.
Key interview insights
1. The media highlights negative interactions with the police more often than positive.
“Have you not been paying attention to the news worldwide? It’s corruption, corruption, corruption by the police.”
2. People perceive the police to be insincere in their own branding channels (social media etc.)
“I am not going to fall for their brainwash branding. You shouldn’t be working for them”
3. People that have participated in a ride along or other similar programs are able to empathize with law enforcers better.
“After going on a ride along I realized police officers really deal with
life-threatening incidents everyday.
We judge them too quickly"