CHULA VISTA, Calif. — The Chula Vista Police Department (CVPD) is attracting attention — and potential recruits — with a gripping recruitment video that offers a cinematic glimpse into the department’s daily work, CBS 8 reported.
The nearly four-minute video, created by Sgt. Anthony Molina and Public Information Officer Caitlin Clark, follows officers responding to a domestic violence call.
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“It’s not just a movie — it’s real life,” Molina said, reflecting on the video’s depiction of the department’s efforts.
The project aligns with Chula Vista Chief of Police Roxana Kennedy’s vision of recruiting individuals with a passion for service, according to the report.
“She wants to get that person with the heart behind the badge, like someone who has a really big heart for service, a passion for service, who wants to serve their community,” Clark said, emphasizing the importance of finding officers committed to their community.
The video also showcases the department’s uses of technology, including drones and live 911 integration, according to the report. Molina noted that incorporating these elements into the video helped convey their use in a compelling and accessible way.
The department’s video was voted the #1 recruitment video of the year by Police1 readers.
“To have our video recognized on this stage — and to know it’s inspiring potential police candidates — is truly an honor,” Kennedy announced via LinkedIn.
Kennedy also recognized the competition’s runner-up, the Wausau Police Department.
“While we didn’t take home the top prize, to come in 2nd in the nation behind some very large agencies is an outstanding accomplishment for our team,” the Wausau PD stated on Facebook.
CVPD hopes the video will help address ongoing staffing challenges, according to the report. Despite being authorized for 290 positions, the department often struggles with fluctuating ranks due to retirements and officer departures. For a city nearing a population of 300,000, staffing levels have historically been among the lowest in the county for its size, according to Molina.
Early feedback suggests the video is making an impact, with the recruiting department reporting increased inquiries.
The video concludes with the department’s message: “This is the difference we made today. What difference will you make tomorrow?”
Molina sees it as a call to action, urging viewers to reflect on how they can give back to their community.
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