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Issue No. 412 April 2017

We care – and so do award judges

The ‘hungry boy’ video reached millions of people and got the nation talking.

Police’s ‘Do you care enough?’ recruitment campaign has been recognised by New Zealand’s creative sector.

The campaign won a gold award, two silvers and five bronzes at the 2017 AXIS Awards, organised by the Communication Agencies Association (CAANZ) to celebrate creative ideas that have innovated, inspired and engaged people.

The awards last month went to Police’s creative agency Ogilvy & Mather New Zealand.

“Winning at Axis is a recognition of the best work from New Zealand’s creative industry,” says DCE Public Affairs Karen Jones.

“We’re delighted at the recognition given to the creative team at Ogilvy & Mather for the work they have done on the recruitment campaign.

“The ‘hungry boy’ campaign won gold in the ‘social video/viral’ category for the way it moved and challenged viewers and helped us tell a compelling story about the kind of people we want to recruit.

“The campaign was extremely cost-effective and generated a lot of mainstream and social media comment and sharing within our target markets, well above Police’s limited advertising budget.”

The campaign launched in March 2016 with a video showing public reaction to a boy looking for food in a street rubbish bin. It went viral – reaching 3.7 million Facebook users - as the nation debated the reactions of passers-by and those who stopped to help.

Other videos featured a man collapsed in the street and a lost and confused elderly woman.

Last year the campaign won two golds in the 2016 Effectiveness in Advertising Awards - the ‘Effies’.


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