Widespread popularity of the television commercial, in which a young Maori man convinced his intoxicated friend not to drive, was testament to the work being done by organisations such as New Zealand Blue Light, he told delegates of the organisation's 29th annual conference and general meeting in Dunedin this week.
"What's the next big thing or idea that is going to captivate young people?
That is something we need to discuss at this conference in order to continue getting the message across in a meaningful way," he said.
Although the majority of young New Zealanders were "fantastic", too often police officers and others who dealt with youth saw things go terribly wrong, Supt Cliff said.
More children had been found living in homes with methamphetamine laboratories than in any previous year, he said.
"The picture does look pretty grim, but it is contrasted with lots of positives," he said.
To be effective, those working with at-risk youth had to cater for the different psyche of young people, particularly males who were inherently "risk-takers", Supt Cliff said.
For its part, the New Zealand Police was committed to improving society for young and old alike, he said. Existing programmes were being evaluated and, where necessary, changes made.
"One of the most pressing challenges is to ensure that young people and children know where they can find safety and security, if not at home," Supt Cliff said.
Dunedin Mayor Dave Cull told delegates Blue Light and similar organisations were particularly needed in the lower South Island for a variety of reasons including high unemployment among young Dunedin residents.
"It strikes me that Blue Light is all about being the ambulance at the top of the cliff, rather than at the bottom.
"I hope your work won't be needed in 30 years' time but I know that if it is needed your successors will be here," Mr Cull said.
Police Minister Anne Tolley said Blue Light was a crucial link between what was discussed at a government level and what was delivered "on the ground".
The Government aimed to reduce youth crime by 5% by 2017, which would mean 600 fewer 14- to 16-year-olds appearing in court, she said.
Police officers and Blue Light members from throughout New Zealand, as well as Australia and the Solomon Islands, travelled to Dunedin for the conference.
It also brought together members of various national and regional service agencies, community groups and youth programmes.
Their aim was to prevent youth crime, help young people at risk, and forge relationships between families, police, local organisations and government departments.
