Police have launched a new safety campaign teaching Kiwis what to do in the unlikely event of an armed offender incident in a crowded place.

The advice is built around three words: Escape, Hide, Tell.

That means move quickly and quietly away from danger if it’s safe, stay out of sight and silence your phone, then call 111 when you can.

Police Minister Mark Mitchell says the campaign is not about increased risk, but about giving people confidence.

“New Zealanders love to get together and this is all about being prepared in public spaces, such as sports venues, shopping centres or transport hubs,” he says.

Businesses are backing the campaign, with the Crowded Places Business Advisory Group and Community Advisory Group helping spread the message.

John Yates from Scentre Group says safety is the highest priority: “Remaining vigilant and remembering these three words could make a difference.”

From this month, Westfield centres will display Escape, Hide, Tell messages on their digital screens.

Advisory group leaders Paul Patel and Mat Hellyer say the strategy strengthens public safety and encourages shared responsibility for keeping spaces secure.

Similar campaigns overseas have helped people feel more secure in large gatherings, and officials hope the same will apply here.

Businesses, schools, community groups and families are encouraged to discuss the steps so everyone knows how to respond if needed.

While the chance of such an incident remains low, the message is clear: being prepared is the best way to keep ourselves and others safe.

Police are also urging people to report suspicious behaviour, either by calling 111 in an emergency, or using 105 and Crime Stoppers for non-urgent information.

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