Nov 09 2012
The RCMP Gets Better
It Gets Better was a project started in 2010 by Dan Savage and his partner Terry Miller. (Yes, Dan Savage is the guy who writes the syndicated sex-advice column you may have read in the Georgia Straight.)
The intention of the project is to foster the development of user created videos to help LGBT (Lesbian Gay Bisexual and Transgendered) youth survive extraordinarily difficult teenage years with a sense of hope. Although teenage years may be difficult, after high school things get a lot better for gay youth. Hearing the hardships of bulling and discrimination endured by successful people can help encourage young people to flourish and pursue their dreams. The project has featured over 50,000 videos and received over 50 Million YouTube Views. Celebrities such as President Obama, Ellen DeGeneres and Matthew Morrison (Glee) have all created videos.
By creating the above video, the RCMP has positioned itself as an employer who embraces diversity. This helps contradict the misconception that all police officers are just “jocks” that probably bullied students in high school. In addition to showcasing a diverse workforce, the video serves as a recruiting tool. This video has viral qualities and is likely to be shared on social networking sites like Facebook. Facebook provides a great platform to reach younger generations who tend to be more socially conscious and are inclined to work for an employer that embraces diversity. Also, the timing of this campaign couldn’t be better. The RCMP have endured months of negative publicity surrounding the sexual harassment claims brought forward by hundreds of current and former female mounties. Finally, this video directly targets members of the LGBT community who may be looking for a career and are now considering utilizing their talents serving communities as RCMP members.