The challenge was to overcome a number of issues facing Police recruitment, notably a lack of diversity on the frontline, a highly competitive recruitment market and a significantly reduced marketing spend.

We also needed to talk to a hard to reach audience, who are switched off to traditional advertising and have a negative perception toward the NZ Police.

Our target was 400 new recruits for the 2016/17 intake - 35% of recruits to be women and 25% of recruits to be Maori, Pasifika or Asian to improve fronline diversity.

In the first scenario a 10yr boy, who looks as if he’s been living rough, begins eating out of a rubbish bin in a busy Auckland street. Over 35 minutes of filming around 550 people had the opportunity to see him and only 10 intervened.

In the second scenario a man collapses on the sidewalk of a busy Auckland street clutching at his chest clearly in pain. Over 25 minutes of filming around 100 people walked by with the opportunity to help but only 21 did.

In the third scenario a young man clearly intoxicated attempts to get on his scooter to drive home after having a few drinks. Over 18mins of filming, around 230 people had the opportunity to intervene and only 13 did.

As community engagement continued to build we leveraged a leading news broadcaster and secured an exclusive screening of the second social film free to air on national TV – worth an estimated $55,000 on rate card.

Within a day, the experiment was once again front-page news around the country and the world, as the campaign continued to grow and the ‘care’ message was syndicated throughout the community including a 5 minute discussion on More FM’s daily morning drive show.