South Fulton Police 'Hey Twin' Campaign Sparks 23M Viral Views

Casual social media strategy boosts recruitment and community engagement for Georgia police department.

Published on Feb. 23, 2026

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The South Fulton Police Department's "Hey Twin" social media campaign has skyrocketed its online reach from 4,000 views in January to 23 million this month. The campaign features officers using local Atlanta slang and lighthearted content to connect with a younger generation, while still maintaining professional standards for urgent community alerts.

Why it matters

The viral "Hey Twin" campaign highlights how police departments can leverage social media and relatable language to improve community relations and recruitment, especially among younger demographics. South Fulton's approach balances casual engagement with clear communication of the department's mission and values.

The details

The "Hey Twin" campaign uses popular social media formats and Atlanta-specific slang to showcase the human side of the South Fulton police force. One Facebook post reads "I am a cop, of course I love running my lights and sirens," while another emphasizes the department's commitment to public safety. Public Safety Director Cedric Alexander says the strategy is designed to "meet them where they are" and attract a new generation of officers.

  • The "Hey Twin" campaign grew social media views from 4,000 in January to 23 million this month (February 2026).
  • The department recently posted a recruitment ad on social media noting "the South Fulton Police department is hiring, but this ain't just a job. It's commitment. It's purpose."

The players

Cedric Alexander

Public Safety Director for the South Fulton Police Department.

Carmelitia Gumbs

Newly elected Mayor of South Fulton, Georgia.

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What they’re saying

“We are a very young police department with young officers and in order to attract young people, you really have to meet them where they are. I mean in a professional way, of course, but at the same time something that's gonna catch their attention.”

— Cedric Alexander, Public Safety Director (FOX 5 Atlanta)

“Hey twin or what's up twin is a term of endearment that I tell people that, it's kinda like the Atlanta Way.”

— Carmelitia Gumbs, Mayor (FOX 5 Atlanta)

What’s next

The department is leveraging the viral success of the "Hey Twin" campaign to boost recruitment, with a recent social media ad highlighting the department's mission and purpose.

The takeaway

The South Fulton Police Department's innovative "Hey Twin" social media strategy demonstrates how law enforcement can effectively connect with younger generations and improve community relations by embracing relatable language and content, while still maintaining professional standards.