Do You Care Enough to be a Cop?

NZ Police wanted to attract a diverse range of compassionate, community-minded people to a career in law enforcement. But how do you do that when the dominant perception of a cop is a tough white guy?

We conducted a series of social experiments that put people in situations where they could help a stranger in need, like police do every day, or keep walking. The footage was then turned into web videos that were highly shared both locally and globally, leading to a record number of applicants. The campaign picked up several Axis and Effie awards.

Hungry Boy

In this film, a ten-year-old boy, who looks as if he's been living rough, begins eating out of a rubbish bin in a busy Auckland street. Throughout the 35 minutes of filming, about 550 people had the opportunity to help him. Only ten intervened.