THE CHALLENGE
In partnership with Axon, the global leader in public safety technology, the city of Morelia—capital of Michoacán, Mexico—implemented a bold strategy to combat urban crime and rebuild public trust in law enforcement. Facing public concerns around transparency, accountability, and police performance, the municipal government deployed a comprehensive solution: Axon body-worn cameras paired with the Axon Evidence digital evidence management platform.
The results were measurable: a significant drop in key crime indicators and a marked improvement in public perception. To bring this story to life, Axon created a dedicated video and photo gallery and partnered with Dialogue to lead narrative development and media outreach across local and national markets. In coordination with local authorities in Morelia, Dialogue was tasked with positioning the case study as a powerful example of how technology, paired with vision and execution, can deliver real outcomes in public safety.
THE WORK
Dialogue developed and executed a strategic communications plan focused on high- impact media coverage in Mexico. This included:
Crafting a compelling narrative around the success of Axonʼs implementation in Morelia
Producing a tailored media alert and coordinating an exclusive interview with a leading national broadcast outlet
Executing a multi-platform media outreach campaign targeting top-tier national newspapers, radio shows, and online publications
The media story emphasized how Axonʼs body-worn cameras and digital evidence platform contributed to modernizing public security infrastructure in Michoacán, supporting a broader narrative of transparency and innovation in law enforcement.
THE RESULTS
Dialogueʼs strategy positioned Axon as a key player in Moreliaʼs public safety transformation. The campaign generated overwhelmingly positive coverage that echoed Dialogueʼs messaging and featured Axonʼs video, photography, and branding throughout.
A major highlight was securing a prime-time television segment on Milenio Televisión, one of Mexicoʼs most influential news networks. The 3-minute feature aired on the flagship program A las 10, showcasing Axonʼs technology in action and reinforcing the companyʼs leadership in public safety innovation. Beyond television, Dialogue ensured strong digital amplification through journalist shares on social media and strategic follow-ups with national outlets. The campaign resulted in 52 additional media placements, dramatically increasing brand visibility and embedding Axon in the national conversation on police modernization and security tech.
