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Webby for Good is a collaborative program formed by The Webby Awards and WP Engine to showcase Webby-recognized projects built to change the world.

What’s the elevator pitch for your project?

Needing to double its recruitment numbers and increase its diversity, New Zealand Police required an effective campaign to become truly inclusive.

We discovered data that identified a common theme that was causing a block in the recruitment funnel. Many people had questions about joining that were going unanswered. Causing them to leave their application unfinished. Especially those in our minority target, whose conversations with the Police often felt like an interrogation.

So, we created a campaign that turned the tables and allowed the public to question the cops.

What was the impetus for this project? What real-world challenge were you trying to solve?

Police want their population to match that of the fast-growing diversity in New Zealand. They recognise the value of having diverse skills.

When people are facing the Police, they tend to use their subconscious and look for someone who can relate to their situation. Diversity is appreciating what makes someone different, empowering this difference whether it is gender, ethnicity, height, sexual orientation, stature, or language.

So, we needed to attract new recruits (1,800 cops over three years) with a focus on increasing gender balance and ethnicity to reflect our country’s population. To do this we needed high-quality applicants– with an increased focus on Māori and females.

Once you settled on your idea, what was your first step in moving it forward?

"Firstly, we needed to gather real questions that potential recruits wanted to be answered, these came from the New Zealand Police’s social media accounts and the most searched questions on Google.

We then had 70 diverse officers not only play roles in the recruitment film but even more to answer real questions on “Chat Cops” our new interactive platform, that encouraged a bit of friendly interrogation, where you could ask real officers anything."

Was there a moment during the project where you ran into a hurdle; or faced a problem you didn’t know how to solve? Take us to this moment, what happened and what did you do next?

We needed to give our audience as many ways to “Question a cop” as possible.

So we went to where our target was, and followed up the recruitment film and “ChatCops” with a retargeting campaign on Instagram and social media, gave them live answers to convert those who still had questions and lead them to the police recruitment page.

The reverse questioning continued at pop-up police stations, on Maori radio, and across TV talk shows, with questions submitted by the public on social and answered live on air.

Did the real-world impact meet your expectations? Can you share an example?

"Question a cop” has been the most successful recruitment campaign ever for the New Zealand Police. It has seen a 773% increase in diverse profiles, which was 30% above recruitment targets. And most importantly applications for Māori and women were up in record numbers.


  • Deputy Chief Executive, People & Capability Kaye Ryan New Zealand Police
  • Acting Deputy Chief Executive: Public Affairs Jane Archibald New Zealand Police
  • National Manager, Marketing & Communications Paul Halford New Zealand Police
  • Senior Marketing Advisor Helen Flannery New Zealand Police
  • Senior Social Media Advisor Jess Bovey New Zealand Police
  • Acting Maori Strategic Advisor, MPES Mere Wilson Tuala-Fata New Zealand Police
  • Chief Creative Officer Regan Grafton Ogilvy New Zealand
  • Executive Creative Director Lisa Fedyszyn Ogilvy New Zealand
  • Executive Creative Director Jonathan McMahon Ogilvy New Zealand
  • Senior Creative Cece Chu Ogilvy New Zealand
  • Design Director Danny Carlsen Ogilvy New Zealand
  • Head of design Nathan Chambers Ogilvy New Zealand
  • Photographer Jamie Wright Ogilvy New Zealand
  • Photographer Luke Harvey Ogilvy New Zealand
  • Head of Operations Siobhan Burke Ogilvy New Zealand
  • Agency Film Producer Matt McPhaill Ogilvy New Zealand
  • Planning Director Ben Fielding Ogilvy New Zealand
  • Executive Director Wendy Schrijvers Ogilvy New Zealand
  • Project Director Joel Walden Ogilvy New Zealand
  • Project Director Kimberly Clark Ogilvy New Zealand
  • Head of Media Rachel Anderson-Cormack Ogilvy New Zealand
  • Group Media Director Gerard Duignan Ogilvy New Zealand
  • Digital Media Manager Nick Pickering Ogilvy New Zealand
  • Business Director, Tatou Jerome Mika Ogilvy New Zealand
  • Head of Post Production Martin Spencer Ogilvy New Zealand
  • Senior Editor Ben Marshall Ogilvy New Zealand
  • Colourist Dave Gibson Ogilvy New Zealand
  • VFX Gonzalo Deza Ogilvy New Zealand
  • Director Damien Shatford The Sweet Shop
  • Managing Director Fiona King The Sweet Shop
  • Executive Producer Ben Dailey The Sweet Shop
  • Director of Photography Marty Williams The Sweet Shop
  • Executive Producer Tamara O'Neill Liquid Studios
  • Head Composer Peter van der Fluit Liquid Studios
  • Senior Sound Engineer Craig Matuschka Liquid Studios

About the Best Cause Related Campaign category

Online campaigns that effectively raised awareness for a specific social or political cause.