NZ Police receive three awards for recruitment campaign
NZ Police humbled to receive three awards for recruitment campaign
New Zealand Police was humbled to receive three awards for the “Do you care enough to be a cop?” recruitment marketing campaign at the 2016 Marketing Effectiveness Awards that took place in Auckland last night.
The “Do you care enough to be a cop?”
campaign (created with Ogilvy NZ Ltd) intentionally
challenges NZ Police’s target audiences through a range of
videos and other marketing executions that feature people in
need of assistance.
The majority of the members of the
public featured in the videos go about their daily lives
without stepping in to help but a select few intervene and
offer the assistance the actors need.
Videos have
featured a man lying on a busy footpath within a shopping
centre, a young boy rummaging through rubbish bins in a busy
street and an elderly woman wearing a dressing gown in a
suburban mall who is obviously lost and in need of
help.
James Whitaker, National Manager Brand &
Engagement for New Zealand Police said “These scenarios
reflect modern day policing - a significant proportion of
Police work is centred on reducing alcohol related harm,
helping vulnerable children and offering assistance to
people with mental health conditions”
“We’re
looking to recruit empathetic people with the natural
instinct to help those in need and to make things better -
we’re confident the campaign will help to attract the
right people”.
Earlier in the year, the videos from
the Do You Care Enough to be a Cop? campaign went viral
online within hours, reaching millions of people
worldwide.
“The recruitment campaign is aimed at 18
- 24 year olds, and in particular Maori, Pasifika, Chinese,
Indian, Latin American, African and Middle Eastern people so
we better represent the diverse communities we serve.
We also want to encourage more women to consider a career with us.”
Anyone who wishes to pursue a policing career
with New Zealand Police should visit newcops.co.nz in the
first
instance.
ENDS