The 30-second ads started airing on TV and posted on social media encouraging people to seek careers with the police department.
Behind this new strategy is another born and raised San Franciscan, Chris Larsen co-founder of the crypto currency company Ripple.
"It's something we could do quickly and we're happy with the results so far. We're excited to see if this helps move the needle but I think it's one of many things that need to happen to fix this problem in public safety," says Larsen. Larsen donated 600-thousand dollars to the police union, a non-profit organization, to help produce and air these ads.
"Good people, qualified candidates will look at us as being a good place to get started in law enforcement," explains Dan Kelly of the police union.
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