Case Study

Sergeants' Benevolent



The NYPD's Sergeants Benevolent Association (SBA) is the fourth largest police union in the U.S., representing more than 12,000 active and retired police sergeants of the New York Police Department. An advocacy group for its constituents, the SBA works diligently to ensure its members and families receive benefits - including longevity pay and health care coverage - and that its members, as well as the entire police force, have the necessary support and protections from City and State leaders while they protect and serve the people and the streets of New York City.

5W was approached by SBA to help raise the profile of the organization, to position it as a major thought leader and advocate for the men and women of the New York City police force, and for policing issues nationwide. We also helped the SBA in its advocacy efforts for issues it deems critical for the safety and wellbeing of its members and the people of New York.



5W positioned Sgt. Ed Mullins, a 30-year veteran and President of the SBA for the last 12 years, as the go-to expert on various law enforcement and crime matters important to the SBA's agenda. 5W helped educate the media and target audiences on SBA's position on matters such as "Stop-and-Frisk" policies, successfully clarifying the issue by calling attention to the actual policy: "Stop, Question, and Frisk."

Beyond expert commentary, the 5W team worked to gain recognition for SBA activities and achievements.


By helping to re-position complex matters in the media, such as the dangers of unregulated Times Square costumed performers and matters that media reduced to catch-phrases such as the "illegal choke hold" fallacy, or to clarify the reasons for the alleged strained relationship with New York City mayor, Bill de Blasio, 5W has given proper perspective to matters of importance for the SBA, and for the people of New York.

Since joining 5W, SBA's president, Sgt. Ed Mullins, has made numerous guest appearances on local television segments including NBC Weekend Today, ABC, CBS, New York 1, and WPIX 11. Sgt. Mullins and SBA issues and ideas have also been featured in a number of top-tier print and online publications including The New York Times, The Wall Street Journal, Associated Press, Bloomberg, USA Today, Newsday, New York Daily News, and the New York Post.