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 New Zealand 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