The New Zealand Police have launched a new campaign titled “Ink Beneath the Blue”, where tattoos are no longer seen as a stigma but as living stories worn by the people behind the uniform. The project highlights officers for whom tattoos are more than decoration – they are expressions of personal history, heritage, and the strength they bring to their service.

In the campaign video and accompanying materials, police officers share the stories behind their tattoos and the meanings they carry. For some, it is a reminder of challenges overcome; for others, a symbol of belonging, family, or spiritual journey. Among the participants is Constable Angel Pera, a young mother and proud Māori woman. Her tā moko carries the legacy of her ancestors and reflects her connection to her whānau. 

“I carry the mana of my tūpuna – the strength and honour of my ancestors – wherever I go. It gives me courage and purpose in my work to protect and serve,” she says.

The campaign emphasizes that even among new recruits, tattoos have become commonplace and are no longer seen as a barrier to joining the force. What truly matters, the police say, are personal values, motivation, and the willingness to serve others. Sergeant Juanita Timutimu, who leads Māori cultural engagement within the Police, notes that she may be the only active officer with a moko kauae – a traditional chin tattoo representing feminine strength and dignity. To her, it is not merely a design but a living expression of Māori identity – language, tradition, land, and lineage.

NZ Police officer

For the New Zealand Police, the campaign is more than a recruitment strategy – it represents a broader cultural shift toward recognizing that the strength of the service lies in its diversity. When the uniform does not erase individuality, and tattoos become part of one’s story, the public sees not just a law enforcer, but a person – someone who shares their language of respect and cultural expression.

The campaign’s message is simple yet powerful: “Use who you are – don’t lose who you are.” Be yourself while being part of something greater. In New Zealand, where Māori culture is inseparable from national identity, this motto reflects how tradition and modernity can coexist with dignity and meaning.