Bananaworks joins PM & Cabinet in Asia-Kiwi comms campaigns

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AUCKLAND, Today: Penrose-based cross-cultural marketing & communications agency Bananaworks is partnering with the Department of the Prime Minister & Cabinet to help coordinate the communication campaigns for Asian community groups in Aotearoa New Zealand.

Bananaworks digital marketing specialist Maggie Wang said: “Since August 2021, Bananaworks has worked closely with the Covid-19 group campaigns & channels team to promote a range of campaigns on Chinese social media channels to inform Chinese communities about the actions taken by the NZ government on COVID-19.

“Our campaigns aimed to remove the language barriers and provide equitable access to public service information and facilitate a positive relationship between the communities and the government.

“Highly regarded for its cross-cultural communication professionalism, Bananaworks contributed to delivering the key messages to these communities by selecting appropriate media channels across various stages of the Traffic Lights system.

“Last month, we fully produced two videos for online platforms that added to the series of the Doing for Each Other campaign.

“Having a solid sense of New Zealand immigrant’s voices, the Bananaworks team showed why behaviours that limit the spread of Covid-19 help to protect vulnerable people in communities by telling an authentic person’s story.

“Chinese & Indian immigrant groups were targeted because they account for a large portion of ethnic groups in Aotearoa.”

“Two immigrant groups, Chinese and Indian, were targeted because they account for a large portion of ethnic groups in Aotearoa, and suitable talents were found from each group – an early-childhood teacher in the Chinese community and a business owner in the Indian community.

“For this campaign, featuring ‘everyday’ people instead of actors/actresses helps to better represent and resonate in Chinese and Indian immigrant communities.”

Department of Prime Minister campaigns & channels team manager Kate Baker said: “This creates an emotional connection with the target audience and encourages them to maintain healthy behaviours.

“So by sharing personal stories and most likely showing imagery of people close to them who are higher risk from covid, including the nature and depth of the relationship.

“This media strategy was revised to suit the cultural values of Chinese and Indian audiences.

“We recognise the benefits of extending this creative concept, so it resonates and applies to our Chinese-speaking and Indian communities.

These stories are now launched and available to watch on YouTube, Chinese social media, and on a range of Indian NZ-owned radio station social media.

  • That’s Sonal’s Story for NZ’s Indian community at the top of this page.
  • View Maggie’s Story for NZ’s Chinese community here


Client: Department of the Prime Minister & Cabinet/ Covid-19 Group
Head of communications: Fiona Weightman
Campaigns & channels team manager: Kate Baker
Senior public engagement advisor: Robyn Walker

Agency: Bananaworks Communications
Agency Producer: Lucy Ong
Account Team: Kenneth Wang. Lucy Ong. Yedda Wen
Copywriter : Maggie Wang

Production Company: WorkshopFx
Director: Boshi Wang
1st AD: Yunong Zhou
DOP: Vincent Wu

Post Production: Ashton Jerome Lee