NZ Police: Increasing the diversity of NZ Police

This case study describes a campaign by the New Zealand Police which successfully increased the diversity of new recruits, with a decreased marketing budget, by commissioning creative street art installations.

NZ Police: Increasing the diversity of NZ Police

Campaign details

Category: Social Marketing / Public ServiceAgency: M&C SaatchiClient: NZ Police

Summary

This is a remarkable story of how you can take on a huge challenge with a modest budget and blow your targets out of the water. Bringing together insight, a thought provoking creative idea and an innovative, integrated media approach, M & C Saatchi worked with NZ Police to convince young Maori, Pasifika, Asian and female New Zealanders to sign-up for a career in the police force. Thanks to this campaign, in 2012/13 NZ...

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