The institution wants to discover its daily life in an original and quirky tone. A first video “in immersion” must be published Monday January 18th.
Talking to young people, reconnecting, restoring confidence …. These are the objectives, among others, of the national police at the start of 2021. For this, the institution relies in particular on Snapchat, a popular social network among young people. It is mainly aimed at 12-24 year olds, for whom social networks sometimes supplant traditional communication channels. But the game is far from won in advance: according to a survey, nearly 50% of young people do not trust the police and 79% of them believe that police violence is a reality.
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«Security is one of the subjects of public debate and it is not illogical for young people to ask themselves questions in front of a news item or the presentation of images of police intervention. The challenge is therefore to be present on the platforms mainly used by young people since the content circulating there will also forge their opinions.», Explains to Figaro Michel Lavaud, controller general and spokesperson for the national police. “The ’empty chair policy’ on platforms under the pretext that the tone or the target does not correspond to an institutional word is a bad solution and leaves, in this case, young people alone in the face of video clips or comments. one-way», Continues Michel Lavaud.
Discover the daily life of the 150,000 police officers
The national police project started on Monday January 11 with the official launch of an account with the pseudonym “policenatfrance».
Concretely, this new Snapchat account will publish a video every week, immersed in a national police service (emergency police, intervention units, forensic police, etc.). The first immersion video in a service will be published on Monday, January 18. This is Anthony, a 34-year-old police officer, who “will embody” this account. It will be a kind of “presenterAnd Snapchat users will find him in every video, in uniform, among his colleagues.
«The objective is to discover the daily life of the 150,000 police officers, who are the image of the population, to talk about our different jobs and our different missions.», Sums up Anthony. “The idea is to offer qualitative and original videos, to break the codes by providing information in an offbeat tone without falling into parody”, continues the policeman. For this, Anthony will be supported by Baptiste, 23, specializing in video and editing. Objective: to make neat videos, 1 to 3 minutes, with beautiful images and music. In short, produce content “style»Able to attract the attention of young people, to talk to them.
Involve “influencers”
The challenge is big. “Many institutions failed on Snapchat. Young people get tired quickly», Explains Anthony. But with around 15,000 subscribers in a week, the first signs are encouraging. The national police were able to benefit from a certified account and special features: this allows users to see the content, which remains permanently in a “story», Without necessarily being subscribed to the account, as is already the case for some media.
Ultimately, the ambition is to gain as many subscribers as possible. For this, the national police plans to make “partnerships” with personalities popular with young people, who could intervene in the immersion videos alongside Anthony. Yououtubers, artists, athletes … who will accept to play the game? For the moment, no name yet filters.
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