M&C Saatchi paints new work story on police recruitment canvas

  • Advertising
  • October 22, 2013
  • StopPress Team
M&C Saatchi paints new work story on police recruitment canvas

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 

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Whittaker's divides the court of public opinion – but all for a good cause

  • Advertising
  • February 22, 2019
  • Caitlin Salter
Whittaker's divides the court of public opinion – but all for a good cause

On Monday, Whittaker’s launched its latest novelty chocolate-lolly mash up with a chocolatey answer to retro bakesale treat coconut ice. The Coconut Ice Surprise chocolate has a twist though, 20c from each block goes to Plunket – a charity which New Zealanders agree is a worthy cause. However, to relate the chocolate to the charity, Whittaker's has built the campaign around baby gender reveal parties, causing a backlash from the public who argue gender norms have expanded beyond blue for boys and pink for girls.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit