New Zealand Police wanted to convince young Maori, Pasifika, Asian and female New Zealanders to join the team. However, many believed this was a job for big, muscly, white, males. So, we set out to show them that there’s no one type of cop, by using 70 diverse real officers to deliver our message.

This recruitment campaign produced unparalleled results, bringing in a huge surge of applications and diversity, smashing all targets and expectations, making 2017 the most successful recruitment period the police have ever had.