AUCKLAND, Wednesday: Whanau support outfit Whānau Ora is expanding the roll-out of its successful Fight For Your Whakapapa vaccination campaign via Motion Sickness.
Over 50 local Māori heroes are featured in the campaign including Ria Hall, Jenny-May Clarkson, Rongomai Taiapa, Hineteahrangi Durie, Nehe Milner-Skudder, Tegan Kiri Yorwarth, Karanama Peita, and Ngapari Nui.
Launched in September, Fight For Your Whakapapa is a call to arms across Tāmaki Makaurau/Auckland; an expansive initiative urging Māori to get vaccinated in the face of a growing outbreak.
The initial campaign goal of 65,000 vaccinations through Te Whānau o Waipareira was smashed only weeks into the campaign, with 112,000 shots already given across the wider Tāmaki Makaurau region.
Whānau Ora has again collaborated with NZ-owned ad agency Motion Sickness to create the North Island campaign.
“The campaign is now live, just 10 days after receiving funding.”
Te Whānau o Waipareira media coordinator Kātene Durie-Doherty said: “With an extensive network of Whānau Ora partners spanning Te Ika-a-Maui, Whānau Ora has the in-depth capacity, capability and experience to provide whānau centric solutions and assistance when it comes to getting vaccinated.
“This deeply ingrained level of trust with whānau provides a strong human element to the vaccination push.”
Motion Sickness ECD Sam Stuchbury said: “Feedback was there was a real lack of resonance from Māori in relation to the government’s vaccination comms.
“This informed the grounded approach of the expanded campaign; that looked to focus on local Māori leadership, and highlight their reasons for getting vaccinated.
“Over 50 Māori leaders from around the North Island were photographed, with some filmed.
“Time is of the essence to reach the 90% vaccination target; the campaign is now live, just 10 days after receiving funding.”
“This deeply ingrained level of trust with whānau provides a strong human element to the vaccination push.”
“In addition to the Te Ika-a-Maui rollout of billboards, street posters, and strategically targeted digital and social media messaging, whānau are now able to correspond with the Whānau Ora team in real time, via fightforyourwhakapapa.co.nz – and be directed towards their nearest vaccination centers using live interactive maps.
When the campaign first launched in Tāmaki Makaurau, the use of a comprehensive targeting strategy was crucial in getting people to vaccination centers. Mobile ads were seen over 15,000 times, and with those devices later being located at Māori-run Auckland vaccination centres, the Tāmaki Makarau digital campaign was clearly proving effective.
The solutions required for Tāmaki Makaurau differ considerably when speaking to the wider North Island in this new phase of the campaign, particularly rural and regional communities.
The core strategic motivation of Fight For Your Whakapapa moving forward is to ensure it comes from a ground up model, builds trust and resonance via local leaders, on-the-ground as ambassadors for the campaign.
Fight For Your Whakapapa is now live across Te Ika-a-Maui and will running into mid-December with the aim to reach a 80-90% Maori vaccination rate by March 2022.
CREDITS
Whānau Ora Team: Katene Durie-Doherty, Richard Green
Agency: Motion Sickness
Executive Creative Director: Sam Stuchbury
Creative Director: Jordan Stent
Graphic Design: Nick Jamieson, Charles Bloomfield
Head of Strategy: Hilary Ngan Kee
Head of Media: Josh Hawke
Social Media Strategy: Dora Fedaeff
Strategist: Anna Maxwell
Creative: Will Macdonald
Web: Paul Hamblett
Editor: Jolin Lee
Instagram AR Design: Samantha Haehae
Sound Mix: Big Pop
Director: Sam Stuchbury
Photographer: Jordan Stent
Production Assistant : Fred Riddiford
DOP: Ziga Zupancic
Colour Grade: Matic Prusnik
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