Greater Sudbury Police Service has joined a viral social media trend, publishing a series of images that contrast traditional corporate messaging with a Gen Z-inflected alternative — complete with emojis, slang and abbreviated phrasing.
The post, shared on the service’s Facebook page, pair what the service calls its “millennial corporate communications team” with edits from a “Gen Z social intern” — with the latter containing fewer words and emojis.
“Different wording. Same public safety messaging,” the service wrote to introduce the collection.
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The trend, which has been adopted by major brands including Pepsi, Tide and Garnier, typically features two versions of the same marketing message: one polished and professional, the other stripped-down and heavy with emojis. Police in northern Ontario are now applying the format to public safety reminders.
One set addresses the proper use of emergency lines.
The millennial version reads: “911 is for emergencies only. For non-urgent matters, please contact our non-emergency line.”
The Gen Z alternative reads: “911 is for emergencies 🚨 not because your neighbour’s music is ‘mid’ 😭”
Another tackles summer driving.
Millennial: “With increased summer traffic, please remember to follow posted speed limits and drive with caution.”
Gen Z: “You are not in Fast & Furious. Slow down. 🚨 🚓”
The service also addressed public engagement on social media.
Millennial: “For accurate and up-to-date information, please rely on official GSPS communication channels.”
Gen Z: “Instagram comments are not part of the investigation 👀 📱”
Lighthearted approach to serious messaging
While the posts lean into humour and internet culture, each pairing delivers the same core safety information as its more traditional counterpart.
The service did not indicate whether the campaign would continue or expand beyond the initial post. However, the move aligns with a broader push by public agencies to engage younger audiences on platforms where they increasingly consume news and information.
