The Do You Care Enough to Be a Cop campaign took a human approach to attracting diverse candidates to the force. We set up social experiments in public spaces to see if people would step in and help. The experiment wasn’t just about drawing attention; it was about demonstrating the core values of empathy and a genuine desire to make a difference in people’s lives. The campaign smashed perceptions of what it means to be a cop, along with all previous recruitment records.

3.9 million views on the NZ Police recruitment page. 41% female applicants. 45% ethnic applicants.
And an estimated global reach of over 60 million.