Whānau Ora's goal was to raise brand awareness of their policy & purpose across wider New Zealand.
We responded by creating a compelling short film entitled 'We Dream'. We Dream highlights real-life challenges faced by New Zealand whānau in housing, poverty, education, employment and gaining opportunities for sustainable change.
The storyline is narrated by Whānau Ora’s own real-life Navigators. Navigators are the frontline people that work directly with whānau to navigate and wrap the necessary services around them to support improvement in their lives, ultimately creating hope and the ‘space to dream’.
We Dream was released through targeted PR & digital media alongside an ambassador program featuring well-known New Zealand personalities - Former All Black Israel Dagg & his wife Daisy, All Black Patrick Tuipulotu, Black Fern Ruby Tui, Silver Fern Phoenix Karaka, TV Presenter Stacey Morrison, The Cougar Boys and Hurricane star Vince Aso.
Within 48 hours of launch, the campaign had saturated popular social media channels and Whānau Ora ambassadors appeared on national radio stations and news TV channels, reaching hundreds of thousands of people across the country with their message of hope.
By utilising integrated PR & media channels to tell Whānau Ora's story, we were able to go beyond the device and create a wider conversation and support network for the initiative that will far outlive the campaign lifespan.