New Zealand Police Recruitment Campaign

Advertising Campaigns

• The New Zealand Police online campaign aimed to attract people to work for the police force, showcasing a positive image of policing, job satisfaction, and camaraderie.
• The campaign was successful, receiving well-received applications, thanks to its humorous approach, such as the dancing man with a boom box, and the offer of 30 different opportunities.
• The campaign generated interest and excitement, with people commenting on the advertisement and expressing enthusiasm for the job.

Dove AD Campaign

• The Dove AD campaign aimed to promote self-acceptance and natural beauty, encouraging people to stop using retouching apps that distort their self-image.
• The ad features a split-screen image, with the natural, unedited image on the left and the edited image on the right.
• The natural image has a more neutral skin tone, fuller hair, and no dark under-eye circles.
• The language used is empowering, with a focus on confidence and self-acceptance.

Visual and Language Features

• The use of colors, such as yellow and black, convey a sense of danger and safety, reminiscent of construction signs and road works.
• Red is used to signify "stop" and is associated with safety.
• Visual elements, like hard hats and uniforms, represent safety and professionalism.
• The use of punctuation, such as ellipses, creates a sense of continuity and emphasizes the importance of safety.
• The word "reward" is used to encourage good behavior, in this case, wearing a hard hat for safety.