Ministry of Social Development campaign - Māori Media Network
15109
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Ministry of Social Development E Tū Whānau campaign

Ministry of Social Development – E Tū Whānau Campaign

Inspiring community conversation and action

Objective: Create positive change, strengthen whānau and grow leadership.

  • Involved announcers for authenticity of message.  Took advantage of long format opportunities to explore concepts in depth.
  • Aligned with local whānau-focused events (giveaways, banners, station personnel promoting campaign and recording responses).
  • Competitions to encourage listener interaction on-air and online.
  • Region-specific ads and vignettes for local connection/relevance.
  • Widespread community engagement with the E Tū Whānau kaupapa generating discussion, reflection and celebration of the values and inspiring action at individual, whanau, hapū and iwi level.
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Case study