NZ Police: Do you care enough to be a cop?
Summary
New Zealand Police had significant under-representation of female and ethnically diverse frontline officers. They needed to motivate more empathy-driven women, Māori, Pasifika people and people from other ethnic backgrounds to contemplate a policing career with NZ Police. A series of live social experiments by Ogilvy & Mather challenged perceptions about what it takes to be a police officer and sparked nationwide and global conversation and debate. It also shone a light on a human trait fundamental to good policing: Care.
Key Learnings
Research into the target audience of 18...