In a bold move to tackle police recruitment, SunLive's new campaign features retired officers sharing their unique journeys. But here's the twist: it's not just about finding new cops; it's about changing perceptions and inspiring a new generation.
The campaign showcases a powerful clip of a police officer pulling over a bus driver, encouraging her to join the force. This is just one of the ads emphasizing the qualities NZ Police seeks in its officers: empathy, leadership, composure, fitness, teamwork, and problem-solving. The tagline, "Do you fit the description we're looking for?", is a compelling invitation to potential recruits.
This initiative comes at a critical time for police training, as a recent officer survey revealed a concerning gap in new recruits' skills. Many were deemed barely ready for basic duties, including arrest procedures. (https://www.nzherald.co.nz/nz/police-training-under-review-as-survey-reveals-gaps-in-new-recruits-skills/XO27Z2OGTRAC7M7PXCPSJDWGZE/)
One of the campaign's stars is Constable Steven Karehana, who took an unconventional path to becoming an officer. It took him 20 years from his first application, initially denied due to a criminal charge in his youth. But he sees this as a blessing, gaining life experiences that prepared him for the role. When finally accepted in 2023, he felt a mix of excitement and nerves.
Karehana's determination stems from a personal mission to change the narrative within his family, where police relations have been strained. He aims to inspire young Māori boys, encouraging them to stay true to themselves and not change for the organization.
Superintendent Sam Keats, Director of the Royal New Zealand Police College, shares a powerful memory of his teenage years, witnessing police cars speeding with flashing lights. This sparked his ambition to join the force, and he emphasizes the importance of recruits staying connected to their lives outside of work.
The campaign also highlights the evolving role of women in the police force. Retired Inspector Donna Laban recalls joining in 1980 when only 7% of officers were female. She reminisces about the challenges, including the requirement to wear skirts and carry police-issued handbags for their equipment. Despite this, she found support from male colleagues and enjoyed the diverse roles policing offered.
Retired officers share their memorable first arrests and valuable advice for recruits. Senior Sergeant Alasdair Macmillan advises recruits to understand the reasons behind procedures, while Former Senior Sergeant Mark Davidson, who retired after 50 years of service, started as a cop at just 18 and faced a unique challenge with his first arrest due to age-related legal restrictions.
The campaign is a powerful blend of personal stories and professional insights, aiming to attract a diverse range of recruits. But here's where it gets controversial: is it enough to inspire the next generation of officers? What more can be done to address the skills gap in new recruits? Share your thoughts in the comments below, and let's keep the conversation going!
