New Safety Campaign Urges Kiwis: “Escape, Hide, Tell” in Armed Offender Incidents

Police Minister Mark Mitchell unveiled the initiative, saying it is about preparation and awareness, not panic.

The New Zealand Government has launched a new public safety campaign to help people understand how to protect themselves if caught in the rare but high-risk situation of an armed offender incident in a crowded place. Police Minister Mark Mitchell unveiled the initiative, saying it is about preparation and awareness, not panic.

Why the Campaign Matters

Although New Zealand is considered a safe country with relatively low rates of violent crime compared to many nations, authorities stress that it is vital to be prepared. High-profile incidents overseas—such as attacks in shopping centres, transport hubs, and event venues—have demonstrated the devastating impact of armed offenders in crowded environments.

Minister Mitchell explained, "We are not suggesting an increased risk here in New Zealand, but similar campaigns internationally have proven highly effective at guiding people in moments of crisis. If the unthinkable happens, being prepared could save lives."

The Three-Word Message: Escape. Hide. Tell.

At the heart of the campaign are three simple, actionable steps designed to help people remember how to respond quickly under pressure:

1. ESCAPE – Move away from danger as quickly and quietly as possible, but only if it is safe to do so.

2. HIDE – If escape is not possible, stay out of sight. Lock or block doors, remain quiet, and silence your phone.

3. TELL – When safe, call 111 to alert Police and provide as much detail as possible about the situation.

The message is straightforward and easy to recall, mirroring successful approaches used in other countries such as the United Kingdom's "Run, Hide, Tell" campaign.

Encouraging Community Preparedness

The campaign is not only aimed at individuals but also at businesses, schools, transport operators, and community organisations, encouraging them to discuss and plan how to respond if faced with an emergency. Minister Mitchell emphasised that raising awareness across all levels of society ensures a more coordinated response, reduces panic, and increases the likelihood of survival.

"New Zealanders love to gather—whether at concerts, sporting events, or shopping centres. This campaign is about ensuring that if something happens, people know exactly how to respond," Mitchell said.

Balancing Safety with Reassurance

Authorities stressed that this is a precautionary campaign, not a response to any specific intelligence or threat. The focus is on empowerment—equipping people with knowledge rather than instilling fear.

"While the chances of encountering an active armed offender are very low, knowing what to do gives people confidence. It ensures they can help themselves and others in an emergency," Mitchell said.

How to Access Resources

The Police have made campaign resources available on their official website, where guidance material and information sheets can be accessed by workplaces, schools, and individuals. Community groups are encouraged to include the guidance in their safety planning sessions.

More information is available at: Know what to do: Escape. Hide. Tell | New Zealand Police.

A Shared Responsibility

The campaign highlights that public safety is a shared responsibility, and simple awareness can make a crucial difference in emergencies. As Minister Mitchell summed up:

"Knowing what to do is the best way to keep ourselves and others safe."