“If you’ve always wanted to know what’s in a traffic patrol car, here you go.” On 1 September, the police department of the Swiss canton of Zurich sparked more curiosity than they sated by posting an image of two police officers, six traffic cones, a broom, two hand guns and dozens of other pieces of neatly arranged policing paraphernalia to their Facebook page.
The arrangement – known to fans of graphic design and internet miscellanea as knolling – won the police department several thousand Facebook likes.
“Every Sunday I post an exciting, nice or funny picture from the police everyday life on Facebook and Instagram,” Rebecca Tilen, the Zurich police department’s press officer told the Guardian. The photograph was taken during a department open day. “We had issued such a police car and spread the contents next to it. Two policemen then had the idea to join in as well. The photo was finally taken with a drone.”
Soon other Swiss emergency response organisations, like the Thusis fire department, mimicked the Lego-set layout, in what has become known as the Tetris Challenge.
“We were immensely happy and encouraged others to join us. It was followed by rescue services, fire departments, other police departments, but also private companies participated,” Tilen says. From there, the challenge spread to the Netherlands, Hungary, Austria and Germany.
Then, it went global with Singapore’s civil defence force posting a gallery of emergency response teams in taking the challenge.
First responders in Mexico and Taiwan also participated. Tilen says she had no problem convincing the original officers to take the photograph. “It is a self-runner. The different departments all over the world try to constantly confront each other with even more funny ideas.”
In New Zealand, the police department created a near identical image in November 2018.
They subsequently reposted the image in response to the Tetris Challenge. In June, a review of the New Zealand police’s social media use found that New Zealand police should post fewer memes and “puppy pics”. In the audit, posts such as the #flatlay image above, were praised as “great for viral pick up”.
Tilen says: “Since the challenge, our number of followers has once again increased and so our prevention campaigns and our witnesses searches have more reach, which is good for us.”