Strike Force Dribs

In early 2024, the NSW Police Force responded to a stabbing at a church in Wakeley, Western Sydney. The incident occurred during a live stream, rapidly amplifying public awareness and prompting large, hostile crowds to gather outside the church. A substantial police response followed, with 230 vehicles and 460 officers deployed. In the aftermath, 61 officers were injured, 109 police vehicles were damaged, and losses were estimated at approximately $800,000.

To investigate the incident, the NSW Police Force established Strike Force Dribs. Over a 13-week period, investigators combined traditional policing methods with strong media support, resulting in 37 people being charged. Mainstream media and NSW Police Force’s Facebook audience of more than 1.5 million followers helped maintain widespread visibility.

By mid-July, eight persons of interest remained unidentified. Investigators determined these individuals were younger and unlikely to engage with traditional media. In response, they shifted strategy and targeted Instagram and TikTok, aiming to reach not only the individuals directly, but also their peers, families, and broader social networks.

The content itself was simple and policy-driven, but its effectiveness came from execution. A relatable presenter, the use of trending music, and a platform-native style increased the likelihood that the content would be surfaced to the intended audience.

The impact was immediate and measurable, with the post leading to three arrests despite being live for only two hours.

    • Riot

    • Aggravated Break and Enter

    • Assault Police

    • Riot

    • Malicious Damage

    • Riot

    • Malicious Damage

Beyond the arrests, the campaign generated valuable intelligence. Direct messages received from users - along with exchanges between persons of interest discussing the TikTok video and Instagram reel - were captured and later used as evidence in court to support prosecutions. This clearly demonstrated that social media was not only driving awareness, but actively contributing to investigative and legal outcomes.

The campaign also gained traction in mainstream media, including endorsement from 2GB’s Ben Fordham. This attention helped strengthen internal confidence and reinforced social media as a credible operational tool.

“Strike Force Dribs showed that when social media is used with intent and insight, it becomes a frontline tool - reaching new audiences and driving real-world investigative outcomes.”

- Superintendent Andrew Evans, Strike Force Dribs Commander

“It’s really, really smart communication and it engages the audience. People start looking and then thinking, ‘Hang on a moment, I know that bloke.’ So well done to NSW Police.”

- Ben Fordham, 2GB Sydney