Sergeant Deanne Teao's better work story is the latest in M&C Saatchi's campaign to attract new police recruits. The story shows Teao talking a young man out of jumping from an overbridge by talking about his children and family.
Maori females like Teao are the key target audience for the TVC and accompanying street art at the Auckland Central Police Station. But her story, like the earlier iterations of the campaign, is also designed to grab wider interest.
"It's coming up with stories that are inspiring to the general public but also highlighting to specific groups possibly in the same gender or ethnic background that they can do that too," says M&C Saatchi joint CEO and executive creative director Dave King.
M&C Saatchi met Teao at an ethnic officers' liaison meeting in South Auckland, says King. She's a police negotiator and youth aid officer and a 25-year-old mother of two, according to the recruitment website.
New Zealand Police wants to recruit at least 400 people by June 2014. "With New Zealand’s population becoming increasingly diverse, Police are keen to attract a broad base of young people from various ethnicities such as Maori, Pasifika, African, Asian and Indian as well as encouraging more women to see police as a career option," it says.
M&C Saatchi and New Zealand Police took the Hardest Challenge award for the recruitment campaign at the Effie Awards earlier this month, as well as another gold in Social Marketing/Public Service and a silver in Most Effective Integrated Campaign.
Credits: (Deanne Teao story)
Client: NZ Police
Client: Russell Pilcher, Campbell Moore, James Whittaker
Agency: M&C Saatchi New Zealand CEO/Executive Creative Director: Dave King Copywriter: Dave King Art Director: Wicky Tafau, James Bowman
General Manager: Lou Devine
Account Director: Katya Frolova
Production Company: Krafthaus Films Director: David Stubbs Producer: Carly Neemia DoP: Mathew Knight Agency Producer: Nick Barnes
Studio: Shane Kelly
Digital Producer : Simon Eathorne Photographer: Nick Barnes
Retoucher: Cameron Jones
Illustrator: Cut Collective, Ross Liew Music: Liquid Studios
Media : Ikon Communications, Ros Ross. Katherine Chin