In 2017, New Zealand Police was 80% white, 70% male. So, we needed recruits that better reflected the real New Zealand. That's why we created a recruitment video to correct this diversity and gender imbalance, and encouraged our diverse nation to sign up at newcops.co.nz.
Our video starred 70 diverse real officers, spoke to different communities and used influencers to appeal to different demographics.
Within a week of its release, it reached 91.8 million people, saw a month's worth of enquiries in the first 24 hours, was the number 1 trending video on YouTube and Facebook, received a 31,422% return on media spend and saw an 898% increase of visits to newcops.co.nz. But most importantly it saw a 615% increase in diverse profiles created, and the largest number of female recruits, ever.