Treasure Our Whānau

The Immunisation Advisory Centre

The Immunisation Advisory Centre (IMAC), alongside the NZ Ministry of Health, needed a unique campaign strategy and creative to promote their annual flu vaccination programme. The campaign needed to reach Māori aged 65+ as well as other audiences, with the ability to adjust the audience each year.

Community engagement led to the campaign strategy of everyone treating their whānau like the treasure they are – leading with the line ‘Treasure our Whānau’. Portraits featured throughout the campaign were painted of people well-known in the community and gifted back to them, as a true reflection of manaakitanga (reciprocity).

Channels

Campaign Strategy
Digital
Social
Print
Press
Radio
Activation
Community Engagement
TV