New police recruitment video showcases diversity

  • 26/11/2017

A new recruitment video from New Zealand Police showcases the country's diversity.

The fast-paced video shows officers running through the streets of New Zealand, performing athletic stunts and demonstrating typical police activities like helping an elderly man cross the road.

Empathy and community are key themes, with the video closing on the question: "Do you care enough to be a cop?"

The video features an even balance of male and female officers from a range of ethnic backgrounds. NZ Police is currently focused on improving its diversity, according to Commissioner Mike Bush.

"Police want to attract more women, Maori, Pacific Islanders and people from all other ethnicities and backgrounds to better reflect the communities we serve."

The video features a quirky sense of Kiwi humour, including a memorable solo dance performance at a zebra crossing. A cat wearing a police vest makes a brief appearance, possibly a reference to viral sensation Tia the "Police Cat".

The video also features a cameo from the NZ Police pipe band.

Deputy chief executive of public affairs Karen Jones says NZ Police wanted to create a recruitment campaign with a difference, and the potential to go viral. 

"Recruitment videos can be run-of-the-mill, so we deliberately set out to make the world's most entertaining police recruitment video to prompt repeat viewing."

The video was released on NZ Police Recruitment's Facebook page on Sunday. The police have an enthusiastic social media following thanks to their frequent use of memes and entertaining videos.

"Our primary audience is 18-24-year-olds, so it was a given we would use social media channels to reach our target markets," says Ms Jones.

The video had already garnered over 2000 Facebook 'reactions' less than two hours after it was posted.