CHRISTCHURCH, Today: Christchurch’s creative agencies Not Another™ and Voyage have teamed up to launch the Ministry of Social Development’s (MSD) Love Better campaign website, helping Kiwi youth navigate the ups and downs of relationships.
The Love Better campaign is all about giving young New Zealanders the tools to handle love, breakups, consent, relationships, and more, in a real and relatable way.
Focusing on youth empowerment, the campaign dives into the emotional rollercoaster of relationships in a way that resonates with today’s youth.
Not Another™ and Voyage were handpicked for their skills in youth campaigns and digital innovation. Together, they created a platform that feels more like social media than a typical website.
“By design, the website feels more like a social media platform than a traditional website,” explains Not Another™ Strategic Director Adrien Taylor.
“It’s a dynamic digital experience where young Kiwis can learn, feel empowered, and share with their peers.”
Not Another™ Creative Director Mark Townshend adds, “We knew that if this project had even a sniff of a government vibe to it, youth would immediately switch off.”
“By design, the website feels more like a social media platform than a traditional website.” – Adrien Taylor
“To truly connect with youth, it had to break away from conventional web design and feel as engaging as the apps and social media they use every day. We’re proud to have created something that meets that challenge.”
Voyage Director Ryan O’Hara says, “Youth relationships can be intense and unpredictable.”
“With the Love Better website, our goal is to give young New Zealanders the tools to build safe and positive relationships that will support them throughout their lives.”
He adds, “We’re lucky to have worked with the Ministry of Social Development, who trusted us to push the boundaries and create something beyond the usual government campaign. We’re incredibly proud of the result.”
Both agencies brought their creative and technical expertise to the table. Not Another™ is known for award-winning campaigns with clients like Netsafe, Tourism New Zealand, and Facebook, while Voyage has built websites for New Zealand’s COVID-19 response and the Defence Force.
Together, they’ve built a cutting-edge platform that aims to create real change for Kiwi youth.
Taylor concludes, “The partnership with Voyage has been awesome. This project is a great example of collaboration that’s more than the sum of its parts and shows just how much Christchurch punches above its weight creatively and technically.”
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