We chose to tell these extraordinary stories using ‘Street Art’. Unsanctioned, Street Art is typically associated with Police enforcement rather than recruitment and offered an instant juxtaposition to canvas our extraordinary stories onto. Working with renowned Street Artist – Otis Frizzell, three separate installations were created in New Zealand’s largest centres each one capturing a moment from true New Zealand Police stories.

To further explain and amplify the stories, we enlisted the country’s largest youth channel to create mini documentaries detailing the extraordinary stories.

Posters of the installations ran throughout the country amplifying the communication even further to a wider audience than could have been reached just through the installations themselves. QR codes were placed on the posters so our audience could easily access the stories behind the artworks.

The key visuals were transferred into display banners and provided a response trigger for the awareness generated of the ‘extraordinary stories’ installations.

The results were staggering.Over the duration of the campaign:-Visits to Newcops.co.nz increased 277% increase and over 2,500 people took the induction seminar.

-Successfully engaged with more quality people within 18 – 25 YO audience (47% of attendees)Facebook ‘likes’ increased by 19.8%.

-New candidates signed up was 188 (target 100) and all key audiences were over represented within this pool.

-The campaign generated significant media coverage and debate, both locally and globally including major media sites like Metro UK, Spiegel Online Germany and popular culture blogs such as Perez Hilton and The Daily What.