January 2018
NEW ZEALAND POLICE
COMMUNICATIONS PLAN: LAUNCH OF POLICE RAINBOW PRIDE CAR - CELEBRATING DIVERSITY
WITHIN NZ POLICE
Purpose
This plan outlines the proposed communication activities and approach surrounding the launch of
the Rainbow Pride police car to be used at Pride Parades in Auckland & Wellington.
All communication activities will be managed by Public Affairs and will complement the work and
subsequent campaigns already undertaken to promote diversity within Police.
Context
New Zealand Police (NZ Police) have a vision of having the trust and confidence of all. Trust is
fundamental y about perception and the perception that we are meeting the needs of every single
New Zealander in the diverse communities our staff serve.
The Rainbow Pride car was developed to provide a clear and positive message about inclusiveness
and acceptance within police and publically celebrate diversity as key value of NZ Police. It is also
designed to generate publicity in order to showcase our diversity recruitment initiatives.
It builds on the work the
68 Diversity Liaison Officers in Police and the wider organisation
undertakes with the Lesbian, Gay, , Bisexual, Transgender, Intersex and Queer (LGBTIQ+) community.
Some of this work includes:
• Early intervention with crimes happening within and against members of the LGBTIQ+
communities and the delivery of wrap around services by Police DLO’s;
• Building networks with Auckland Council’s Rainbow Advisory Panel;
• DLO’s work to link into LGBTIQ+ communities key social media networks and contacts to
assist with identifying issues and people early;
• Support of National Aids Day, and ongoing building of networks with NZ Aids Foundation;
• Work with Victim Support to promote better understanding of the LGBTIQ+ community;
• Work with Corrections in the development of training for Corrections officers and staff
dealing with LGBTIQ+ prisoners.
The car will be a highly visible show of support by NZ Police during Pride week and will be a symbol
of the value the wider organisation has for our specialist staff who work with the LGBTIQ+
communities for better outcomes.
Police employees, whanau and partners are able to march in both the Wel ington and Auckland Pride
Parades. They will be joined by senior police staff in 2018, including the Commissioner of Police and
three female executive leaders.
Key Messages
• The Rainbow Pride Car is the first of its kind and has been especially developed for the Pride
Parades and associated Pride week events
• The car isn’t a permanent addition to the Police fleet. The Rainbow livery is removable and
once both Parades are complete the car will be returned back into circulation and become
an operational Police car with standard Police livery.
•
Section 9(2)(b)(ii) Official Information Act 1982
The Rainbow livery is a one off cost for Police of approx.
• New Zealand Police also have
68 Diversity Liaison Officers (DLO) throughout the 12 Police
Districts to provide a connection and liaison between Police and the LGBTIQ+ community.
• The development of the Rainbow Pride car is an acknowledgement of and a continuation of
the work our DLO’s do with the LGBTIQ+ community, such as: Early intervention on crimes,;
working with Victim Support to support its services to the LGBTIQ+ community; training and
development for Corrections staff in the management of LGBTIQ+ prisoners.
• NZ Police wishes to recruit more diverse police officers as part of its current recruitment
drive and welcomes applicants from the LGBTIQ+ community.
Launch Plan & Communications Activity
THURSDAY 8th February
The Rainbow Pride car will be launched publically during Auckland Pride Week (2-18 February) on
Thursday 8th February).
Seven Sharp will launch the car on the programme on Thursday 8th February.
They wil be given access to the workshop location in Hamilton and will also be provided with a
timelapse video of the livery being applied. It is expected they will pre-record their footage on
Thursday afternoon.
NZ Police Rainbow Connections Diversity Liaison Officer, Section 9(2)(a) Official Information Act 1982, will lead the launch
of the Rainbow Pride car in Hamilton and will be the Police spokesperson for media. She will be
accompanied by prominent drag queen Section 9(2)(a) Official Information Act 1982 for the car’s launch with support from
Police media adviser Section 9(2)(a) Official .
Information Act 1982
Once the Seven Sharp story has run (at 7.30pm) photographs of the car and the time lapse video will
be shared by Police social media.
An internal only story for staff will be posted on Thursday 8 February after Seven Sharp runs the
story.
A proactive press release will also be released to all media at 7.30pm.
The timelapse video will also be provided to the NZ Herald only at 7.30pm.
NOTE: District social media managers will be briefed by Section 9(2)(a) Official Information Act b
1982 efore the launch and
provided with some detail to prevent any leaks before the official launch. Districts can share the NZ
Police post to their individual pages as soon as it has been released to the public on the National FB
page.
FRIDAY 9th January and rest of GAY PRIDE week in Auckland
The car will be driven to Auckland on Friday 9th by Section 9(2)(a) Official Information Act .
1982 Section 9(2)(a) Official will als
Information Act 1982 o travel in
the car and will be able to film additional footage, eg public reactions.
Ten One wil continue to cover the activities of the car throughout the week eg attendance at the Big
Gay Out (11 February) and the March.
Al ongoing media enquiries to be dealt with by Auckland Media team and Section 9(2)(a) Official Information Act 1982.
Section 9(2)(a) Official
will
Information
m
Act
an
1982
age the publicity and media release for the Pride parade march.
Event Tasks
*Note – 6 February is Waitangi Day
Date
Task
Responsibility
20 – 23 January
Comms Plan
Section 9(2)(a) Official Information Act 1982
confirmed and
circulated to key
stakeholders Section 9(2)(a) Official Information Act 1982
/Auckland
Media Team etc
24 January
Confirm Media
Section 9(2)(a) Official Information Act 1982
approach – Seven
Sharp to confirm their
approach.
24th January
Confirm and brief
Section 9(2)(a) Official Information Act
1982
Only if Section 9(2)(a) are
Official
Information Act 1982
photographer
unable to take photos
– Section 9(2)(a) Official to
Information
Act 1982
confirm.
Brief Section 9(2)(a)
Section 9(2)(a) Official Information Act
Official Information Act 1982
1982
re: TenOne
story
25th January
Follow up with Section 9(2)(a) Official Section 9(2)(a)
Information Act Official
1982
Information Act 1982
DONE
re: final design
Brief Fleet and
confirm timeline for
Section 9(2)(a) Official Information Act 1982
DONE
the application of
livery etc Section
9(2)(a) Official Information Act 1982
) and the
permission for the
timelapse.
25th January
ConfirmSection 9(2)(a) Official
Information Act
Section
1982
9(2)(a) Official Information Act
1982
and Section 9(2)(a) Official Information Act 1982
availability for the 8th
Confirm social media
Section 9(2)(a) Official Information Act 1982 l
messages (pre and
launch day) with
Marketing team and
supply copy/messages
Confirm
Section 9(2)(a) Official Information Act 1982
Commissioner’s
tweeting
w/c 29th January
Draft run plan for 8th
Section 9(2)(a) Official Information Act 1982
25-30 January
Livery printing and
Section 9(2)(a) Official Information Act 1982
timelapse filming
30 January -6 Feb
Application of livery
2 February
Draft run plan
Section 9(2)(a) Official Information Act
&
1982
approved
Public Affairs
leadership
5th February
Briefing of District
Section 9(2)(a) Official Information Act 1982
social media managers
regarding launch and
expectations
7th February
Finalise and approve
Section 9(2)(a)
Official Information Act 1982
Press Release
Media Team &
Public Affairs
Leadership
7th February
Finalised run plan
Section 9(2)(a) Official Information Act
1982
supplied to
stakeholders with
schedule (Public
Affairs, Section 9(2)(a) Official ,
Information Act 1982
Section
)
9(2)(a) Official Information Act 1982
7th February
Finalise Ten One
Section 9(2)(a)
Official Information Act 1982
article and timings
8th February
Rainbow Car to
Section 9(2)(a) Official Information
Act 1982
remain atSection
9(2)(a) Official Information Act 1982
for the day
with media and police
photoshoot to occur
there (Section 9(2)(a) Official Information Act 1982
8th February
2pm (TBC):
Section 9(2)(a) Official Information Act 1982
arrive
3pm: Photos with Section
9(2)(a)
Official Information Act 1982
nd Rainbow Car; Section 9(2)(a) Official Information Act 1982
Photos sent to Public
Affairs @ PNHQ.
3.30pm: Seven Sharp
arrive and film,
interviews commence; Section 9(2)(a) Official
Information Act 1982
4.15pm: media
interviews wrap up.
Additional photos sent Section 9(2)(a) Official
Information Act 1982
to PNHQ
5pm: Social Media
posts approved with
photos and timed to
Section 9(2)(a) Official Information Act 1982
go live at 7.30pm.
7pm: Seven Sharp go
Section 9(2)(a) Official
Information Act 1982
live;
Internal message to
Section 9(2)(a) Official Information Act 1982
staff on BB
7.30pm: Rainbow Car Media team /District
launched via Police
social media managers
social media
7:30pm: Police
Police media
Districts post about
team/District
Rainbow Car
managers
Police Media Team
7.30pm: Proactive
Police media team
Press release issued to
general media &
timelapse video to
Herald
7.30pm: Police
Section 9(2)(a)
Official Information Act 1982
Ten/One article goes
live
9 - 17th February
Car driven from
Section 9(2)(a) Official
will
Information
t
Act ra
1982 vel
Car will be in
Hamilton to Auckland. in the car
attendance at Big Gay
Out on the 11th
Commences Pride
Section 9(2)(a) Official Information Act
1982
February in Auckland
Week activities.
Ongoing media
queries
17th February
Rainbow Car appears Section 9(2)(a) Official
Information Act 1982
in Auckland Pride
Parade
End of Feb/Early
Rainbow Car driven to Activities TBC
March
Wellington for
Wellington Rainbow
Festival activities
Wellington Pride
Activities TBC
Parade
Key stakeholders and audiences
Who
Their interest
Responsible
Engagement
mechanism
Public
High.
Public Affairs
All public activity.
To manage
reputational risk it is
important to tell the
story behind the
Rainbow Car and our
commitment to
diversity.
Minister
No surprises, and
Police leadership
Copy of media release
briefed prior to the
supplied to his office
launch of the Rainbow
car
Police leadership
No surprises;
DCE Public Affairs
Briefing and photo at
advocates of Diversity
start up
within Police
Police staff
High. Our staff are our Public Affairs
Internal
greatest advocates of
communication
the work we do.
channels incl. Ten One
story and social media
channels.
LGBTIQ+ community
High. Showcasing our Laision officers
Social media and
commitment to
events
diversity.
Media
News
Public Affairs
Media release; Police
social media; reactive
statement prepared.
Appendix 1
Draft Press Release (for general release, 7.30pm, Thursday 8th February)
Police launch one-of-a-kind Rainbow Police car for Pride Parade.
New Zealand Police have launched a very special, one-of-a-kind Rainbow Police car for this year’s
Pride Parade and the associated Pride festival week events.
The Rainbow Car has been created to mark NZ Police’s commitment to diversity and to acknowledge
the important relationship between Police and New Zealand’s Lesbian, Gay, Bisexual, Transsexual,
Intersex and Gay (LGBTIQ+) communities.
Police Commissioner Mike Bush says the Rainbow Car is a visible representation of the Police value of
diversity.
“As an organisation we look to encourage staff to ‘use who they are’ not ‘lose who you are’ when
becoming a police officer.”
“Therefore it’s important to encourage staff to show pride in the communities they represent,” he
says.
“We are a diverse organisation and proud of the work we’ve done and continue to do with the
LGBTIQ+ community.
“We encourage members of the LGBTIQ+ community to join us as future Police recruits as part of
our current recruitment drive,” says Mr Bush.
Uniformed Police staff will accompany the Rainbow Car at the Pride Parade on 17thFeburary 2018.
NZ Police Commissioner Mike Bush will also march in the parade, along with three members of the
Police Executive, Deputy Commissioner Audrey Sonerson, Deputy Chief Executive People, Kaye Ryan
and Deputy Chief Executive, Public Affairs, Karen Jones.
The car isn’t a permanent addition to the Police fleet, the Rainbow livery is removable. The car will
be returned to circulation with standard Police livery after the Auckland and Wel ington Pride
Parades.
ENDS
Appendix 2:
Draft Twitter Post – Commissioner (8th February):
Introducing our new Rainbow Police Car – a special limited edition for the Pride Festival. Looking
forward to marching alongside staff at the Pride Parade this coming Sunday. (Link to picture)
**TenOne Story is yet to be developed****
Document Outline
