New Zealand Police Recruitment Campaign

Study Notes

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.

Description

A campaign by the New Zealand Police to recruit new members, showcasing the benefits of a career in policing, including camaraderie, job satisfaction, and making a difference. The campaign used humorous ads to attract fit candidates.