ROTORUA, Today: Auckland indie Brandspank has created a behavioural change campaign on social media for the Lakes District Health Board to help encourage healthy lifestyles.
Brandspank was appointed by the board through a pitch process “to drive core health messages within community and whanau”.
The campaign takes a “fun, light hearted” approach to address otherwise confronting health issues and concerns that particularly affect communities within the DHBs territory.
LDHB consultant Hayden McRobbie said: “It was very important to us that the project connected with a Māori audience.
“Brandspank did a fantastic job of leading a consultation process with local iwi and Māori health organisations to ensure authenticity and stakeholder buy-in.
“The agency negotiated the Covid-19 challenges, were a responsive and collaborative team to work with, and delivered what we needed.”
“Insights gathered locally formed the basis of brilliant scripts that reflected a different way of communicating health promotion messages.
“They negotiated the various challenges presented by Covid-19, were a responsive and collaborative team to work with and delivered what we needed.”
As a result the campaign strategy and creative execution was based on three core insights: To show role modelling, set in a local whānau environment and using a positive tone of voice.
Ka taea e koe/You can do it became the campaign line and key message across a series of seven short videos – created and produced by Brandspank, all filmed in Rotorua.
Each video (ranging from being physically active, healthy eating, smoking, drinking water, dental hygiene, alcohol consumption and drugs) featured a lead fictional hero character – Houara Hemi – as a role model.
- The campaign goes live today (Monday) on social media here
CREDITS
Agency: Brandspank
Creative Directors: Casey Kaa, Steve Thomson, Kurt Bradley
Account Director: Jamie Gombard
Senior Designer: Jamie Martel
Client: LakesDHB (Hayden McRobbie, Tayla Sloane, Alison King
Film Co: Brandspank
Director: Chris Graham
Producer: Peter Clews
Production Manager: Alexandria Murphy / Calleigh Winiata
Assistant Producer: Louis Hill
DoP: Matt Gerrand
Camera Assist: Rawiri Tapiata
Sound: Norman Mann
Art Department: Royce Dawson
Stills: Mead Norton
Editor: Rachel Goldsworthy
Colourist: Tom Meares
Music: Mike Newport
Sound Mix: David Liversidge / Big Tree Studios
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