New Zealand Police - 105 Non-Emergency Number

105 is a new non-emergency number for Police. It aims to take the pressure off the 111 emergency phone number and to help provide better services for the public. Almost 900,000 emergency calls are made to the 111 service. There are around 1.2 million non-emergency calls to other Police numbers, so a new number was needed to channel the non-priority calls. We were tasked with creating a campaign that would educate the public of the difference between 2 numbers. We utilised a simple colour system - red to identify emergencies (happening now/in progress), blue to identify - it’s already happened/non-life threatening. These colours were overlayed across various crime scenarios to illustrate this. There’s nothing like a memorable jingle to bury a message in your mind. A nationwide music video was distributed throughout social, radio and media outlets. Various scenarios highlighting the differences of when to ring the 2 numbers were part of educating the public with a laugh along the way