Working with campaigns that engage Māori
Communications campaigns to engage Māori and Pacific people have come a long way.
Traditional broadcast media have their role, but we’ve learnt there is a wide gap between reaching vs communicating with a Māori and Pacific audience. We’ve had a lot of success with ground up, community influencer and social media communications. We’ve targeted Māori and Pacific youth through their community groups, caregivers and kaiako to promote gifted learning opportunities for the Ministry of Education and messaged to over 65s through a digital video plan to communicate choices about advanced care planning.
We are part of the Puhimoana Ariki Collective. Three Aotearoa-owned agencies Rotorua based Māori advertising firm Wawata Creative, South Auckland based Pacific owned Bright Sunday and The Media Lab are working collectively to deliver integrated communications. Our first client is the National Bowel Screening Programme with the goal to raise screening levels among Māori and Pacific people.
Recent media campaigns we’ve planned include:
Te Whatu Ora | National Bowel Screening Programme
Ongoing three year multi-media campaign supporting the bowel screening programme.
Career Force | te toi pūkenga
A national television and digital video campaign to encourage a more diverse group of young people to consider caring careers, targeting Māori, Pacific and young men in particular.
Ministry of Health | Trusted Voices campaign | Taiapa (fence)
Partnered with Ngahere Communities and The Hori Gallery or Ōtaki. Covid-19 vaccinations for tamariki. Taiapa was a documented art installation focusing on the kōrero between individuals with different whakaaro on the vax.
Health Quality and Safety Commission | Kupu Taurangi Hauora o Aotearoa
A communications campaign to over 65’s to tackle a sensitive topic of advanced care planning.
Ministry of Education | Te Tāhuhu o te Mātauranga
A campaign to recruit Māori and Pacific tamariki to gifted education opportunities.