THE OPPORTUNITY

In the state of Rio Grande do Sul, located in southern Brazil, Axon’s body-worn cameras and integrated digital infrastructure were adopted as part of a broader effort to modernize policing, strengthen transparency, and improve accountability. Within one year, the program delivered measurable impact, including significant reductions in resistance, non-compliance and obstruction cases, as well as an overall decrease in conflicts and fatalities, while operating at scale with thousands of cameras integrated into the state’s operations center. With these results established, the opportunity was to consolidate the initiative as a successful case study and elevate it to the national conversation, demonstrating how technology can drive tangible outcomes in public safety and reinforcing Axon’s role as a strategic technology provider to the public sector.

THE APPROACH

Dialogue led the PR and communications strategy, shaping how the program’s results were positioned within a broader public-interest narrative focused on transparency and institutional credibility, while translating complex technology and operational outcomes into clear, relevant stories for national and regional newsrooms.

The work encompassed:

• Definition of the communications strategy and key editorial angles

• Development of core messaging and supporting materials

• Targeted media outreach to tier-1 national and leading regional outlets

• Coordination and support of broadcast productions

• Preparation and briefing of Axon spokespersons for interviews and on-air appearances

• On-site support to ensure accuracy, clarity, and editorial relevance

THE RESULTS

Dialogue’s work delivered high-impact national and regional visibility for Axon, reinforcing the Rio Grande do Sul program’s positioning as a benchmark case in technology-enabled public safety. The initiative secured feature coverage on Jornal Nacional (TV Globo) — Brazil’s most influential national newscast — and a special report on Rede Pampa de Comunicação, the largest regional media group in the state. Both segments aired in prime time, with extended editorial formats exceeding three minutes, and were distributed across broadcast and digital platforms. The coverage underscored the program’s measurable outcomes, including reductions in resistance, non-compliance and obstruction, overall conflicts, and fatalities, while clearly conveying the scale and sophistication of the integrated technology ecosystem, reinforcing Axon’s role as a trusted technology provider and strengthening public credibility, transparency, and long-term reputation.