NZ Police: Do you care enough to be a cop?

This case study describes how New Zealand Police portrayed frontline policing as a possibility for under-represented parts of the community by communicating an attribute fundamental to good policing: care.

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...

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