Every day, whānau throughout New Zealand are struggling. The kind of struggle, that when you’re just trying to survive, there’s little room to think about the future. Whānau Ora is a Māori approach to life, that supports whānau and families to achieve their aspirations.
But New Zealand didn’t know who Whānau Ora were. So, Whānau Ora collaborated with us to spread the message of hope and make New Zealand aware of Whānau Ora’s vital role in the welfare ecosystem.
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.
A new Whānau Ora website
Working with Whānau Ora, we discovered that people who needed support didn’t know where to start, where to go and who to talk to. People often felt lost and overwhelmed by the amount of information online.
To support the Whānau Ora story we designed and built a new website that focused on solving the key problem that people were facing – putting whānau in touch with the right people. We designed and built the website with a new look and feel, and a strong Māori and cultural influence. We kept the site as simple and straightforward as possible, with one key call to action, making it clear and easy for people to use.
The key functionality of the site focuses on whānau identifying what support they need. They then pass their details on to one of the local Kaiārahi (Navigators) who will follow up to help whānau navigate the different pathways in reaching their goals. This was done using a “navigator tool” which guides users step by step through the process, using a conversational and approachable tone and making it as easy as possible to get the support they needed.