Campaign to raise awareness amongst people of Māori descent of their option to be enrolled on either the Māori Roll or, the General Roll
This week, Y&R has launched its first work for the Electoral Commission, having won the business in a competitive pitch last October. This was the first time Y&R pitched in conjunction with Native Voice, the Māori communication consultancy.
Following extensive research, Y&R and Native Voice collaborated with the Electoral Commission to conceive the Māori Electoral Option campaign, and an innovative communications strategy; engaging with harder-to-reach younger Māori, whilst ensuring that messages were also received across the board.
The work from Y&R in both English and te reo encompasses national broadcast media and extensive online activity, with all media planning and buying through Y&R Engage. Y&R Holler have also introduced a targeted social campaign with influencer activity featuring Tawaroa Kawana, Puawai Taiapa, Stacey Morrison and William Waiirua.
Furthermore, Y&R Digital has produced a new website for the Māori Electoral Option which can be found at maorioption.org.nz.
Says Rikki Townsley, general manager of Y&R WLG: "This is a really exciting campaign to have been a part of; showing the real value to be had in collaborating with specialists, as well as working closely with clients, to deliver complex messages in an engaging way."
Says Kristina Temel, acting manager communications and education at Electoral Commission: "Working with Y&R and Native Voice has brought a fresh approach to this Māori Electoral Option. The campaign combines a strong understanding of our audience and stakeholders with an innovative cross-platform approach."
The Māori Electoral Option campaign runs from 3 April - 2 August 2018, with the aim of raising awareness amongst people of Māori descent of their option to be enrolled on either the Māori roll or, the general roll.view more - Creative