AUCKLAND, Today: Māori-owned, independent creative agency Run has launched the national influenza immunisation campaign, running over the next eight weeks across TV, digital, social, print and press.
Run won the pitch last year to develop a new brand identity and campaign with the Immunisation Advisory Centre, who hold the Ministry of Health contract to plan and implement the national influenza promotional campaign and programme.
Since then they’ve been through a community consultation process with various groups, with the support of Hāpai te Hauora, Asian Family Services and healthcare professionals.
Run CD Raymond McKay said: “Insights from this led to the campaign strategy of everyone treating their whānau like the taonga they are in a reciprocal way.
“The campaign features real people, painted in a classic portraiture style, to visually articulate that they are a taonga to their whānau, merged with modern design to capture the audience.
“Each portrait is being gifted to the person painted, for them and their whānau to keep as a taonga, to display proudly in their home.
“We gave the agency a challenging brief, and we’re really happy with the outcome.”
“With this campaign we needed to draw upon all of our cultural experience within the agency to create something meaningful, that really focused on real people. Our collaboration and approach needed to be less agency and more tīkanga, which we relish.”
IMAC Barbara McArdle said, “We gave Run a challenging brief, and we’re really happy with the outcome. They have been openminded, flexible and able to adapt rapidly to changes, while continuing to provide the necessary design and communication we needed for this important national campaign.”
Māori kaumātua aged 65+ are the primary audience for this year’s campaign, followed by the older Asian community, with the capability to easily adapt it for different audiences in future years.
M+AD reckons this no-fuss creative will have good appeal to its intended market.
Run is a creative agency based in Tāmaki Makaurau. It focuses on creating quality strategy and unique solutions for Māori and Pasifika organisations and businesses wanting to reach that audience.
Client: Barbara McArdle, Theo Brandt – Immunisation Advisory Centre
Creative Directors: Raymond Otene McKay and Laura Cibilich
Designers: Laura Cibilich, Maria Philp, Russell Hooton-Fox
Illustrator: Joseph Qiu
Director/DOP: Vinnie Carter
Cultural Advisors: Rangi McLean, Hāpai Te Hauora, Asian Family Services, Ariana Stone
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