A new campaign aims to educate the public and venue operators about what to do during an armed attack in a crowded place. Photo: Supplied / NZ Police
A new police campaign is aiming to educate the public on what to do during an armed attack in a crowded place, amid warnings from security agencies that extremist violence is a "realistic possibility" in New Zealand.
Assistant Commissioner Mike Johnson said the campaign revolved around a simple message, "escape, hide, tell", designed to give clear instructions in the unlikely event of an attack.
"The goal is that none of us will ever need to use this information," Johnson said. "But it's about being prepared."
The advice urges people to move quickly and quietly away from danger, hide and silence their phones if escape is not possible, and call 111 when it is safe to do so.
The rollout follows the latest New Zealand Security Intelligence Service (NZSIS) Threat Environment Report, which warns that violent extremism remains the country's most pressing national security concern, and that New Zealand faces "a deterioration in the threat environment".
"Violent extremists in New Zealand are predominantly drawn to dangerous ideologies through a gateway of grievances," the report states, noting young and vulnerable people are particularly at risk, with the most likely attack scenario being a lone actor radicalised online through content that is only "a single click" away.
The report also highlighted how artificial intelligence tools are being exploited to make extremist propaganda more convincing and to help individuals research attack methods.
And although the overall risk of attack in New Zealand remains low, John said, crowded places have been singled out as vulnerable targets.
The campaign is part of the wider Crowded Places Strategy, begun in 2020 in response to the Christchurch Mosque shooting.
The strategy notes responsibility not only on government agencies but also on local councils, businesses, and venue operators to strengthen protective security.
Scentre Group, which operates Westfield malls, said it would promote the campaign on its digital screens. "Remaining vigilant when in public and remembering these three words could make a difference," said its security director, John Yates.
Paul Patel, chair of the Crowded Places Community Advisory Groups, described the message as one of a "collective responsibility".
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