Offbeat
New Zealand Police wanted to go beyond traditional recruitment pathways to attract people with diverse experience into a range of roles.
HOOF worked with Wrestler to develop the brand and awareness campaign for Offbeat, a podcast series designed to support recruitment. The series explored non-linear career paths into policing, highlighting how skills gained through life experience can translate into roles across the organisation, from detectives to specialist liaison positions.
The out-of-home and radio campaign clearly explain what the podcast was and where to find it. The distinctive earbud graphic, doubling as a P, acted as a flexible visual device across formats.
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