The way law enforcement attempts to recruit new officers has often raised eyebrows, and the recent attempt by the police department in Peoria, Illinois is no exception. The department attempted to attract young recruits through a social media campaign inspired by the popular first-person shooter video game, “Call of Duty”. The poster portrayed three white male police officers in tactical gear brandishing firearms, accompanied by the statement “Stop playing games and answer the Call of Duty.”
The campaign was promptly criticized for its perceived tone-deafness in light of ongoing discussions around police militarization and interaction with minority communities. The image of officers aiming guns, typical of a video game focused on violence, was likely ill-received by a community already harboring concerns about police actions. Especially given the demographic of Peoria, which has a significant Black population, this poster could be seen to send the wrong message.
The game “Call of Duty” primarily centers around characters shooting opponents; a potentially alarming correlation in a society where many believe police see themselves as violent enforcers. Hence, the campaign seemed absurd and insensitive to those believing so.
Police Chief Eric Echevarria eventually took the post down, issuing an apology that attempted to clarify his original intent to appeal to a younger generation. He took ownership for the misstep and affirmed his commitment to respectful and quality recruitment.
Further, the poster raised intellectual property concerns. It named the game and used a font similar to that of the game’s branding. Though it is debatable whether there is a case for trademark infringement, game publisher Activision might not appreciate the use of its product and branding in such a manner.
Despite the removal of the problematic poster, the incident undoubtedly left an impact, reinforcing fears surrounding police violence in a society where those fears are already prevalent. Details on this can be found in the original article.