This campaign is a ‘by Te Arawa for Māori’ approach – communicating with Māori, through their whakapapa (rather than through Te Arawa tanga).
The initial campaign run was 6 weeks - 31 December – so there was a sense of urgency to deliver a campaign relatable for rangatahi.
RED have come up with the campaign name ‘VaxVegas’. They knew it would resonate with all rangatahi Māori who live there, acknowledging that not all rangatahi who live in Rotorua whakapapa to Te Arawa waka.
As Indigenous Creatives our vision for this kaupapa was to:
- Help lift vaccination rates in the Lakes DHB region
- Capture and activate whānau - encouraging them to get vaccinated.
- Energise and unite our whānau / community around a positive call to action.