New Zealand Police

The Ink Beneath the Blue

Behind every tattoo is a story, a story of courage, hope, regret or triumph.

Client New Zealand Police
Date May 2020

There’s more to those that work at NZ Police than just a uniform, but sometimes it’s hard for people to see past it. 


Beneath the uniform there are unique stories of diversity and individuality. And it’s these stories and experiences, combined with Police training, that make them better cops out in the community.


The Ink Beneath the Blue is a campaign that celebrates the stories behind the tattoos. With 95% of new NZ Police applicants having a tattoo, we wanted to celebrate the diversity already in the Police, and encourage new applicants to bring what makes them unique to the team.