Hometown Heroes

The San Antonio Police Officers’ Association (SAPOA) aimed to enhance positive sentiment within the community by presenting officers as local heroes rather than solely authority figures. The goal was to humanize officers by showcasing their personal ties to the neighborhoods they serve, emphasizing that they are not just enforcers of the law but also neighbors, friends, and family members. By highlighting their shared backgrounds, values, and commitment to San Antonio, the campaign sought to build trust, foster relatability, and strengthen the connection between officers and the public.

Noisy Trumpet developed the Hometown Heroes social media campaign to engage the community and raise awareness of SAPOA in a meaningful way. The campaign centered around a video series featuring interviews with officers who grew up in different parts of San Antonio and later chose to serve their hometown as police officers. Each video explored their childhood experiences, their journey to law enforcement, their involvement in the community, and the unique challenges and rewards of policing the neighborhoods they call home. The videos were shared organically on Facebook, Instagram, and Twitter, with strategic boosting to maximize engagement and reach.

The Hometown Heroes campaign successfully resonated with the San Antonio community, driving impressive engagement and awareness:

• 744+ hours of total video watch time
• 4,000+ engagements across platforms
• 239,000+ video plays
• 187,039+ reach

Beyond the numbers, the campaign sparked a wave of positive community feedback, reinforcing the message of unity and connection between officers and residents. By sharing authentic and relatable stories, Hometown Heroes successfully reshaped perceptions, strengthened public trust, and deepened SAPOA’s relationship with the San Antonio community.