Thursday, July 22, 2010
Wednesday, July 21, 2010
Police Brief
Introduction
The New Zealand Police Ngā Pirihimana o Aotearoa is the national police force of New Zealand, responsible for enforcing criminal law, enhancing public safety, maintaining order and keeping the peace throughout New Zealand. They are also responsible for traffic and commercial vehicle enforcement as well as other key responsibilities including dignitary protection, firearms licensing and matters of national security.
Assignment Brief
The New Zealand Police are continually seeking new recruits to maintain public safety within the community, however people are not aware of the specialized areas that are offered within the New Zealand police. The overall objective for this brief is to create a recruitment campaign that combines elements of both digital and traditional advertising for the New Zealand police that makes the public aware of the potential of joining the New Zealand police when choosing their career path.
Specifics
Target Audience
The target audience for this brief has been split into two core focus groups.
The first group consists of pupils aged between the years of 16 and 19 who are in their final years of high school education and have begun to think about their future and potential careers.
These students have an outgoing, social persona who learn more effectively from participation rather than study.
The second group consists of New Zealand residents that are older than 22 years of age, who are stuck in a job that they are no longer interested in. This audience also feels that they are working in a job as opposed to a career and most likely started working to financially support their lifestyle as opposed to doing something more engaging and career oriented.
Double Minded Proposition
Because the target audience has been split into two core areas of interest a specific Double Minded Proposition has been more specifically assigned to each group.
There is more to the police than just patrol. (targeted at but not restricted to pupils between the ages of 16 and 19)
What are you waiting for, use your skills in a better career (targeted more specifically at the age group of 22 onwards)
Support For Proposition
There is a common misunderstanding of the variety of roles offered within the New Zealand police. However there are many different areas of expertise that they are unaware of i.e. Dog handlers, Forensic, Diplomacy, criminal education etc. Because of this lack of public awareness people are not considering the New Zealand Police as a viable career path.
Style & Tone
The style and tone of this campaign may slightly vary according to the Target Audience addressed but overall the tone should be informative, aspirational and empowering to the viewer, while being displayed in a sleek and professional fashion.
Mandatories
The recruitment campaign must consist of a minimum of 4 - 6 distinct executions exploring digital and traditional media. Selection of media and placement must be considered for effectiveness and budget. In addition, the New Zealand police logo and website address must be displayed.
The New Zealand Police Ngā Pirihimana o Aotearoa is the national police force of New Zealand, responsible for enforcing criminal law, enhancing public safety, maintaining order and keeping the peace throughout New Zealand. They are also responsible for traffic and commercial vehicle enforcement as well as other key responsibilities including dignitary protection, firearms licensing and matters of national security.
Assignment Brief
The New Zealand Police are continually seeking new recruits to maintain public safety within the community, however people are not aware of the specialized areas that are offered within the New Zealand police. The overall objective for this brief is to create a recruitment campaign that combines elements of both digital and traditional advertising for the New Zealand police that makes the public aware of the potential of joining the New Zealand police when choosing their career path.
Specifics
Target Audience
The target audience for this brief has been split into two core focus groups.
The first group consists of pupils aged between the years of 16 and 19 who are in their final years of high school education and have begun to think about their future and potential careers.
These students have an outgoing, social persona who learn more effectively from participation rather than study.
The second group consists of New Zealand residents that are older than 22 years of age, who are stuck in a job that they are no longer interested in. This audience also feels that they are working in a job as opposed to a career and most likely started working to financially support their lifestyle as opposed to doing something more engaging and career oriented.
Double Minded Proposition
Because the target audience has been split into two core areas of interest a specific Double Minded Proposition has been more specifically assigned to each group.
There is more to the police than just patrol. (targeted at but not restricted to pupils between the ages of 16 and 19)
What are you waiting for, use your skills in a better career (targeted more specifically at the age group of 22 onwards)
Support For Proposition
There is a common misunderstanding of the variety of roles offered within the New Zealand police. However there are many different areas of expertise that they are unaware of i.e. Dog handlers, Forensic, Diplomacy, criminal education etc. Because of this lack of public awareness people are not considering the New Zealand Police as a viable career path.
Style & Tone
The style and tone of this campaign may slightly vary according to the Target Audience addressed but overall the tone should be informative, aspirational and empowering to the viewer, while being displayed in a sleek and professional fashion.
Mandatories
The recruitment campaign must consist of a minimum of 4 - 6 distinct executions exploring digital and traditional media. Selection of media and placement must be considered for effectiveness and budget. In addition, the New Zealand police logo and website address must be displayed.
Chosen Client
The New Zealand Police Ngā Pirihimana o Aotearoa the national police force of New Zealand, responsible for enforcing criminal law, enhancing public safety, maintaining order and keeping the peace throughout New Zealand. With over 11,000 staff it is the largest law enforcement agency in New Zealand, and with few exceptions has primary jurisdiction over the majority of New Zealand criminal law.
The New Zealand police also has responsibility for traffic and commercial vehicle enforcement as well as other key responsibilities including dignitary protection, firearms licensing and matters of national security.
Training & Educational Change: Under new management, in early 2009 The Royal New Zealand Police College embarked upon an assessment of its quality, purpose and personnel. This assessment led to the initiation of a programme of change. Within the programme are multiple projects, managed via four work streams addressing change in the areas of:
-Strategy & Growth
-Business Planning & Performance
-Learning Pathways
-Technology Assisted Learning
Change of Direction
Dan and myself have decided to get rid of the idea of an interactive narrative as we feel it does not suit and benefit the clients needs. However we still plan to use the techniques such as participation and engagement from gaming as a persuasive vehicle for changing a current perception or a way of thinking. And also through our research we have decided to change our client from Crimestoppers New Zealand to the New Zealand Police as we feel our skills could be more beneficial to them by creating public awareness of the diverse career opportunities the NZ Police have to offer.
Thursday, July 8, 2010
Wednesday, July 7, 2010
Brief
Introduction
Crimestoppers is an independent charity established to assist the Police and other law enforcement agencies to catch criminals and solve crimes in order to create safer communities. This service allows members of the community to provide anonymous information about criminal activity. It thereby allows the person to provide crime solving assistance to the authorities without being directly involved in the investigation process. That person could also be eligible for a reward if the reported information results in an arrest and/or prosecution.
History
Crime Stoppers first began in Albuquerque, New Mexico during July 1976 which saw the fatal shooting of a university co-ed working one night at a local filling station. After two weeks the police had no information when out of desperation Detective Greg MacAleese approached the local television station requesting a reconstruction of the crime. The re-enactment offered US$ 1,000.00 for information leading to the arrest of the killers.
Within 72 hours, a person called in identifying a car leaving the scene at high speed and he had noted its registration. The person calling said that he did not want to get involved so he had not called earlier. Detective MacAleese then realized that fear and apathy were the primary reasons why the public tended not to get involved. So he helped design a system where the public could anonymously provide details of the events.
Crimestoppers became successful in the US and UK and was established in NZ as a result of the theft of the Victoria Crosses from Army Museum. This bought together Lord Ashcroft and the Commissioner of Police, who provided a reward for the medals return, creating the impetus for the establishment of Crimestoppers New Zealand. The medals were returned undamaged.
Assignment Brief
Crime Stoppers was developed to combat the public's fear of reprisals, public apathy, and a reluctance to get involved. The program provides anonymity (callers are given a code number instead of being asked for their name and calls are not traced or recorded) and pays rewards when their information leads to an arrest and/or conviction. Within New Zealand, Crimestoppers is still a relatively unknown organization and they want to create public awareness of their services to the community.
Specifics
Target Audience
Our Target Audience will consist predominantly of New Zealand Males between the age of 13-17 who are computer literate and are exposed to crime, but are intimidated by fear of reprisal. However because this is a launch campaign we do not wish to restrict who is addressed. Creating awareness of this service to the New Zealand public is our main intent.
Single Minded Proposition
Remain anonymous. Remove crime.
Support For Proposition
Research into why the Target Audience would not call the police. Making the public understand the potential power of this service, especially to the T/A and why this group of people would need to call Crime Stoppers.
Style & Tone
Informative, empowering and Sympathetic to the Target Audiences situation.
Crimestoppers is an independent charity established to assist the Police and other law enforcement agencies to catch criminals and solve crimes in order to create safer communities. This service allows members of the community to provide anonymous information about criminal activity. It thereby allows the person to provide crime solving assistance to the authorities without being directly involved in the investigation process. That person could also be eligible for a reward if the reported information results in an arrest and/or prosecution.
History
Crime Stoppers first began in Albuquerque, New Mexico during July 1976 which saw the fatal shooting of a university co-ed working one night at a local filling station. After two weeks the police had no information when out of desperation Detective Greg MacAleese approached the local television station requesting a reconstruction of the crime. The re-enactment offered US$ 1,000.00 for information leading to the arrest of the killers.
Within 72 hours, a person called in identifying a car leaving the scene at high speed and he had noted its registration. The person calling said that he did not want to get involved so he had not called earlier. Detective MacAleese then realized that fear and apathy were the primary reasons why the public tended not to get involved. So he helped design a system where the public could anonymously provide details of the events.
Crimestoppers became successful in the US and UK and was established in NZ as a result of the theft of the Victoria Crosses from Army Museum. This bought together Lord Ashcroft and the Commissioner of Police, who provided a reward for the medals return, creating the impetus for the establishment of Crimestoppers New Zealand. The medals were returned undamaged.
Assignment Brief
Crime Stoppers was developed to combat the public's fear of reprisals, public apathy, and a reluctance to get involved. The program provides anonymity (callers are given a code number instead of being asked for their name and calls are not traced or recorded) and pays rewards when their information leads to an arrest and/or conviction. Within New Zealand, Crimestoppers is still a relatively unknown organization and they want to create public awareness of their services to the community.
Specifics
Target Audience
Our Target Audience will consist predominantly of New Zealand Males between the age of 13-17 who are computer literate and are exposed to crime, but are intimidated by fear of reprisal. However because this is a launch campaign we do not wish to restrict who is addressed. Creating awareness of this service to the New Zealand public is our main intent.
Single Minded Proposition
Remain anonymous. Remove crime.
Support For Proposition
Research into why the Target Audience would not call the police. Making the public understand the potential power of this service, especially to the T/A and why this group of people would need to call Crime Stoppers.
Style & Tone
Informative, empowering and Sympathetic to the Target Audiences situation.
Tuesday, July 6, 2010
Proposed Client
Crimestoppers is a program separate from the emergency telephone number system, that allows a member of the community to provide anonymous information about criminal activity. It thereby allows the person to provide crime solving assistance to the authorities without being directly involved in the investigation process. That person could also be eligible for a reward if the reported information results in an arrest and/or prosecution. Crime Stopper programs are operated in many communities worldwide.
The authorities, especially the police, cannot solve many crimes on their own. Forensic science and investigative skills are vital, along with information from the public. Crime Stoppers recognizes that someone other than criminals may have information about crime, and was developed to combat the public's fear of reprisals, public apathy, and a reluctance to get involved. The program provides anonymity (callers are given a code number instead of being asked for their name and calls are not traced or recorded) and pays rewards when their information leads to an arrest and/or conviction.
History
Crime Stoppers first began in Albuquerque, New Mexico during July 1976 which saw the fatal shooting of a university co-ed working one night at a local filling station. After two weeks the police had no information when out of desperation Detective Greg MacAleese approached the local television station requesting a reconstruction of the crime. The re-enactment offered US$ 1,000.00 for information leading to the arrest of the killers.
Within 72 hours, a person called in identifying a car leaving the scene at high speed and he had noted its registration. The person calling said that he did not want to get involved so he had not called earlier. Detective MacAleese then realized that fear and apathy were the primary reasons why the public tended not to get involved. So he helped design a system where the public could anonymously provide details of the events. To overcome these he targeted three areas of need: stimulating community involvement and participation, taking advantage of every possible media opportunity, especially electronic media, to publicise unsolved crimes; and offering cash rewards for information leading to an arrest and/or conviction.
Since its first chapter was officially formed in Albuquerque in 1976, Crime Stoppers in the United States has been responsible for more than half a million arrests and more than US$4 billion in recovered property.
Crimestoppers New Zealand
Overtime Crimestoppers became successful in the US and UK and was established in NZ as a result of the theft of the Victoria Crosses from Army Museum. This bought together Lord Ashcroft, who provided a reward for the medals return, and the Commissioner of Police and gave the impetus for the establishment of Crimestoppers New Zealand. The medals were returned undamaged.
Who we are
We are an independent charity established to assist the Police and other law enforcement agencies to catch criminals and solve crimes in order to have safer communities and better business environments.
This is achieved by offering a number to contact 0800 555 111 or the online message form for those individuals who wish to provide information about crime anonymously. This anonymity empowers the individual to do something about crime in their community without endangering themselves.
Intent
The intent is to empower individuals and businesses to legally combat crime that effects them. The aim is to have communities feel safe and secure, businesses and public organisations are able to operate efficiently and effectively. Criminals are having an increasingly pervasive effect on the lives of New Zealander’s families and businesses. We lockup our houses, businesses and cars, grip firmly our wallets/purses, worry about security of credit/Eftpos cards and passwords, suspicious of unsolicited emails, cautious about investment options, threatened by increasing availability of drugs, disgusted at wilful damage around us and conscious of where we walk at night.
http://www.crimestoppers-nz.org/
Issues & Services
This is a narrowed down list of Issues and Services we are researching as potential Topics and Clients for our major project
Social Issues
- Depression
- Domestic Violence
- Immunization
- Drug Abuse
Services
-NZ Air Force
-Crimestoppers
-NZ Army
-New Zealand Police
We have chosen Crimestoppers as our proposed client because they are a service that provides assistance to many different social issues within New Zealand. However Crimestoppers which is associated with the New Zealand Police Force, does not have a strong brand presence with the New Zealand public, whereas the other services listed above are already established.
Social Issues
- Depression
- Domestic Violence
- Immunization
- Drug Abuse
Services
-NZ Air Force
-Crimestoppers
-NZ Army
-New Zealand Police
We have chosen Crimestoppers as our proposed client because they are a service that provides assistance to many different social issues within New Zealand. However Crimestoppers which is associated with the New Zealand Police Force, does not have a strong brand presence with the New Zealand public, whereas the other services listed above are already established.
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