LOS ANGELES — The Los Angeles Police Department has launched a new recruitment campaign titled “Unrivaled Since 1869” in an effort to attract a new generation of officers and address ongoing staffing challenges, Los Angeles Magazine reported.
Announced on April 15, the campaign aims to reposition the department as a “dynamic, purpose-driven workplace,” particularly targeting adults aged 21 to 35 from diverse backgrounds, according to the report. The LAPD partnered with Very Good Creative Agency to develop the initiative, which includes a broad media rollout across YouTube, Instagram, Reddit, Twitch and citywide billboards.
LAPD News: LAPD Launches Ambitious New Recruitment Campaign to Inspire the Next Generation of Officers pic.twitter.com/eBAEON4YHN
— LAPD PIO (@LAPDPIO) April 15, 2025
“This campaign is about more than recruitment,” said Chief of Police Jim McDonnell. “We want to inspire people from all walks of life to see themselves wearing this badge and know that here, they can build a career that truly matters.”
In addition to traditional police work, the campaign highlights the more than 250 job types within the LAPD — including roles like drone pilots, cybercrime investigators and mental health specialists — offering a broad range of opportunities for those seeking purpose, innovation and growth.
The department is facing a projected decline in staffing, with estimates showing LAPD could have around 8,620 officers by the end of the 2026 fiscal year — the lowest level since 1995, according to the report. As of January 2025, the department had approximately 8,995 officers, and officials anticipate losing more than 150 by mid-2026.
To address the shortfall, the LAPD has introduced signing bonuses and additional incentives for officers who choose to rent or buy homes within Los Angeles city limits. Still, the department continues to face stiff competition from suburban law enforcement agencies and private sector employers, according to the report.
Recruitment efforts have also included outreach through social media platforms like TikTok, aimed at younger audiences. However, younger residents tend to view the department more critically, according to the report. A recent survey found that 4 in 10 residents under age 35 rated LAPD’s performance as poor, while only 2 in 10 gave a positive rating. In contrast, more than half of residents over age 55 rated the department’s performance as excellent.
By emphasizing its commitment to service, community engagement and cutting-edge policing, the LAPD hopes the “Unrivaled Since 1869” campaign will shift perceptions and help recruit the next generation of officers ready to serve Los Angeles.
