If the police's advertising company sticks with its winning formula, we could soon see police asking: "So where the bloody hell are you?" in their upcoming recruitment campaign.
In an attempt to hire 1000 additional frontline staff in the next few years, police have decided to embark on an intensive
advertising campaign.
That campaign will be created by M&C Saatchi, the company behind the now famous advertisement which tries to lure tourists to Australia by asking: "So where the bloody hell are you?"
Police National Manager Recruiting Inspector Dawn Bell said M&C Saatchi was appointed following a stringent tendering process.
"Being a police officer in New Zealand is a unique and dynamic employment opportunity and we are confident that M&C Saatchi has the capacity and capability to help New Zealanders recognise this," said Ms Bell.
Ms Bell said the recruitment campaign will begin in a couple of months with a strong presence across a range of media including television, radio and online.
Police hope to reach a range of people through the campaign - including young people, women and members of New Zealand's Asian, Pacific and Maori communities.
Police have struggled to fill recruitment targets and police college numbers have been down.
Police Association president Greg O'Connor said the campaign would be a good start in boosting numbers, but the best recruitment was still through word of mouth.
It was important money was spent on pay and conditions so existing staff would recommend their job to others, he said.
"As well as all the glossy advertising we have got to still be working internally to make it attractive," he said.
M&C Saatchi are also behind Pizza Hutt's Pizza Mutt campaign being shown on television.
