The Ottawa Police Services recognized that traditional recruiting practices may not work in a multicultural society. New immigrants may not view policing as an honourable profession, based on their previous experiences. Sitting in large groups hearing about opportunities in the police force is not effective as many are reluctant to ask questions. Newcomers also do not know about the “ride along” program that most forces operate as a way to introduce potential recruits to the daily work of a police officer. Design a recruitment campaign for the police force that would be sensitive to the perceptions and needs of a multicultural candidate base.