NZ Police hits the streets and rails to recruit 500 new officers in new campaign via EightyOne

NZ Police, in partnership with creative agency EightyOne, has launched a bold new outdoor campaign to help meet its recruitment goal of 500 additional police officers.

The campaign is designed to bridge the gap between the public and those in uniform, using bold, public-facing media to reframe policing as an accessible and meaningful next step.

To date, five double-decker buses wrapped in police livery have been deployed across Auckland, not “booze buses” or to ferry police, but to represent the next wave of the 500 new police recruits.

Carrying the message “Next Step: Making a difference”, the unmissable billboards on wheels have already driven a 48% surge in applications.

Now, a fully wrapped commuter train is leaving the station to accelerate momentum.

Says Jess Bovey, Brand and Marketing Manager for NZ Police: “We’ve got big brand power and we’re not afraid to use it. Our marketing has made a lot of noise over the years, and bringing EightyOne on board has complemented our team really well.”

Says Chris Bleackley, Executive Creative Director at EightyOne: “This isn’t just outdoor advertising. It’s the problem visualised — 500 officers, rolling through town every day. You can’t ignore it.”

Client: New Zealand Police
Brand and Marketing Manager – Jess Bovey
Senior Communication Advisor, Campaigns – Flora Murihead

Agency – 81
Media Agency – 81 Media

Media sales: Mediaworks
Media owner: Auckland Transport

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