MINNEAPOLIS (AP) — The Minnesota Chiefs of Police Association has launched a six-month public relations campaign dubbed “Wear the Badge” to try to increase the number of recruits into the profession.

The Star Tribune reports that the recruitment campaign emphasizes the community service parts of police work through videos and online advertisements.

The effort comes as top law enforcement officials say there is a “crisis” in attracting and retaining new police officers.

The Minnesota Peace Officer Standards and Training Board says about 760 people have taken the statewide peace officer licensing exam this year, which is on pace to be the lowest total in about a decade.

Officials say the shortage is being caused by low pay, high turnover and the scandals of high-profile police shootings.

(© Copyright 2018 The Associated Press. All Rights Reserved. This material may not be published, broadcast, rewritten or redistributed.)