uh you're going to be seeing images today of the milwaukee police department and the city that it protects that really do two very important things portray this police department in the light in which it deserves to be portrayed and portrays a vibrant exciting city that's working closely with that department to create an environment of safety and security for all of its neighborhoods our vision in this was to showcase the professionalism of the police department to showcase the notion of policing as a noble profession and also to showcase the city of milwaukee a great city that is improving day by day as citizens work closely with their police to create safe neighborhoods we approached betsy brown the executive vice president of kramer crassle with the idea of working of what's called in the business is a branding campaign about a pro bono campaign that means free that would help us get the message out about this city and the improvements being made in its safety to reach out to the broader community if you will the metropolitan area with a very strong factual message backed by powerful visuals she worked very closely with her creative team which is headed by chris jacobs and the fruits of their labors surround us today and will soon be shown on the television to my left this is the result of their work now the theme be a force transcends archaic notions of the use of police reform force and the implements of destruction at our disposal be a force here means it in the broadest sense be a force for good be a positive force for change and the greatest force for change is a committed police department working closely with a dedicated community that wants to make its environment better and safer for its children that's the power of our force now in some jobs success is measured by what does not happen we have worked very hard in the last 18 months in this police department to make our goal the decrease of crime fear and disorder in the city of milwaukee we are not just report takers our metric is not how fast we get the bad things that happened in the past our metric is the reduction of crime fear and disorder in the city of milwaukee as you will see today this campaign is built around the message of the truth of the fact that last year in the city of milwaukee there were nearly 3 000 fewer crime victims than there were the year before that didn't happen by accident it was the result of a hard-working police department closely connected to its neighborhoods implementing a community-based problem-oriented and data-driven policing strategy now i think this branding campaign if you will can't work unless it's built on a fundamental foundation of truth and that truth is a professional dedicated police department that works hard tirelessly and in the face of danger to protect each and every one of its neighborhoods a police department indeed that's made up of residents of those neighborhoods working hard to keep them safe now the city of milwaukee certainly has a strong foundation in which to build a positive brand for itself it's got the great lake it's got miller brewing it's got the milwaukee brewers it's got harley-davidson and it's got the milwaukee police department and all of those things are positive things to trumpet for this city as we roll this campaign out we want people to hear see and feel the good news about their central city we also want them to respect the department that's an integral part of keeping that city safe and vibrant and to embrace a profession that is in need of the idealism of its young people who would consider a life of service at risk for their neighbors now we in the public sector are proud to have private sector uh partners you'll recall that we worked hard with the private sector to get our computer system working we've had the benefit of the private sector foundation funding for other efforts we've undertaken and today we've been the beneficiary of the private sector in putting together a campaign to extol the virtues of the city we all care so much about so now i'd like to introduce a mayor barrett who will subsequently introduce betsy brown from kramer crassul mr mayor thank you very much chief and good morning i am honored to be here this morning and pleased to be here this morning as the chief said this is an exciting day for our city it's an exciting day for the citizens and it's a day that marks once again the strength of partnerships when i became mayor five years ago i said at that time i felt it was imperative that we have more partnerships between city government the public sector in other areas as well as the private sector and the foundation community we've been successful doing that in a number of areas last year we had the foundation community step forward help us with an analysis of the milwaukee public schools prior to that we had individuals step forward and help us with an analysis of some of the work being done by the department of public works and this marks another chapter in our partnerships with the private sector and today we're pleased to be here at kramer crassell because of the great work that they have done that you will see in a moment and i want to thank betsy and everybody involved at kramer crassul for not only the hard work they've done but for the incredible incredible imagination that they put to work here and again i think you'll all be impressed by what you see when the chief talks about the force and that's the theme of what we're talking about today the force obviously the most immediate reference is the milwaukee police department and it tells what a great story we have going on in the city right now with the reduction of crime and the work that's being done by the wonderful men and women who work for the milwaukee police department but it really goes beyond that as well it speaks to the citizens of this community as to how they can be a force working with the police department how they can be a force in making this a safer community so there are many different levels to this but what's most important is we're telling the story the good news story of what's happening here in the city of milwaukee and the good news story that every citizen should know that every business should know that every visitor should know is that crime is going down that we have fewer victims of crime in this city and that's a good news story for everyone so i would now like to introduce betsy brown who's the executive vice president of kramer crassle to say a few words betsy thanks again thanks mayor thanks too we were approached by the milwaukee police department last fall and asked if we would be interested in working on a branding recruitment campaign and we jumped at the opportunity cramer crosslet is committed to the city of milwaukee and we've been looking for a way to make a meaningful contribution back to the city as the as the chief pointed out we donated all of our time we felt so strongly about the initiative we even want to cover any out-of-pocket cost i do want to thank the greater ad community as well we called in a lot of favors from directors producers from voice over talent a lot of talent that we're willing to contribute to the cause again our theme for our campaign is be a force it's an invitation to the community at large to join in with the milwaukee police department in making milwaukee an even safer place where we can live and work and play you're going to start to see this campaign roll out over the next couple weeks across multiple media properties outdoor billboards radio tv print and online so without further ado yes up uh you