Stanley St and Tātou’s new campaign encourages gamblers to “see the warning signs”

Stanley St and Tātou have launched a new campaign for Safer Gambling Aotearoa to help mitigate occasional gambling from turning into problem gambling.

This collaboration between Stanley St, Tātou and Te Whatu Ora (Health NZ) has brought to life a realistic representation of an unspoken issue within the community.

“We are proud of the mahi created,” says Skye Kimura, CEO of Tātou. 

“Nan’s Song is a campaign that draws on Māori and Pacific culture but is grounded in universal truths. 

“Our role at Tātou was to support the creative concept, to ensure it resonated appropriately with the key audiences,” says Kimura. 

A critical insight from the research showed that gamblers know the odds of winning or beating the system are low, but they often see signs that convince them that ‘today will be their lucky day.’ 

“We wanted to flip this behaviour on its head and make the viewer see the warning signs they should instead be looking for, that their behaviour is becoming a problem,” says Thomas Scovell, Stanley St Head of Planning.

Stanley St Group Business Director Alex Hirini and Kaiwhakatere Darryl Roycroft say they have constant wānanga about how they bring together their background in advertising with their Māoritanga.

“With kaupapa like this it can be challenging,” says Roycroft.  

“We don’t want to reinforce any negative stereotypes, but the reality is gambling is harming our people and if we don’t talk about it how do we stop it?”

“It’s tricky to navigate, but what helps us is going back to our purpose as individuals, to improve the wellbeing of our people and we can do this by normalising our language and our worldview in the advertising space,” says Hirini  

“And one of our core principles is that everything we do is mana enhancing,” says Roycroft. 

‘Nan’ is a kaitiaki, she is the matriarch, pillar of strength, wise, warm and understanding, a character many will recognise in their families, she’s a universal truth. 

She represents the connection to tūpuna, and mana tuku iho, the mana inherited from ancestors. 

Her song, Daphne Walker’s Haere Mai Everything is Ka Pai is used as a warning sign. The song’s lyrics reinforce the essence of Nan and her role as a kaitiaki. It also symbolises the knowledge and values that are passed down through generations, a gift that guides us and is a reminder to walk tall, knowing we are never alone and always supported.

“It was a privilege to collaborate with Director Robin Walters, represented by Film 360, to bring this story to life in a way that reflects the tikanga from within his own whānau,” says Brad Collett, Stanley St Executive Creative Director. 

“This attention to detail made it even more special, with Robin getting permission from his own whānau to use his great-great Nan as the hero,” says Collett.

The campaign is supported by a 90” film, 60” TVC and targeted 15” warning sign social spots, OOH and mailers to really reach our audience at moments of truth, to ensure they are staying attuned to the signs their gambling might be becoming a problem.

Credits:

Stanley St

Brad Collett, Executive Creative Director

Darryl Roycroft, Kaiwhakatere

Thomas Scovell, Head of Strategy

Emily Scovell, Head of Media Strategy

Stephen May, Media Director

Alex Hirini, Group Business Director

Jasmine Lawrence, Account Director

Victoria Millan, Senior Agency Producer

Tātou

Skye Kimura, CEO Tātou

Graham Tipene, Ringa Toi | Pou Tikanga

Mitsy Kimura, Creative Cultural Lead

Film 360

Sage Haggart, Executive Producer

Robin Walters, Director

Darry Ward, DOP

Peter Marshall, Art Director

Te Whatu Ora – Safer Gambling Aotearoa

Eru Loach, Programme Lead

Sarah Bain, Senior Marketing Lead

Sara Woodward, Senior Advisor

Henare Howard, Manager Cultural Advice and Partnerships

Special thanks to the sector advisory group for their valued support and contribution to this Kaupapa.

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