We were engaged by a well known Auckland advertising agency to craft compelling and persuasive copy to populate an exciting new recruitment website for New Zealand Police.

Attracting a more diverse pool of candidates to the police service was the client’s priority. This was achieved with multimedia storytelling using the real ‘Better Work Stories’ of actual police officers.

Striking the right tone was one of the key considerations for this project. The work needed to sound exciting, but not scary. The language used must be technical, yet accessible.

We worked closely with the client’s agency to craft informative yet persuasive copy for the site, with clear calls to action throughout, in order to drive maximum engagement from the target audience.