NZ Police: Increasing the diversity of NZ Police

Campaign details

Category: Social Marketing / Public Service
Agency: M&C Saatchi
Client: NZ Police


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 Police recruited its most diverse crop of rookie cops, ever, and at the same time achieved the lowest cost per lead in the history of police recruitment.

Key learnings

To reach the target audiences, a number of barriers had to be moved to show them that as a future cop they could still be true to themselves. Moreover M&C Saatchi had to inspire bright young people with a myriad of other career options to make the biggest call – that they could run towards the danger when others needed their help.