News crew backstage for Blind Foundation campaign

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AUCKLAND, Monday: Indie creative agency YoungShand has produced The Crew Swap, a new campaign for the Blind Foundation with low-vision and blind clients taking the place of the regular crew behind the scenes of the Newshub 6pm news. 

The purpose of the campaign was to drive awareness nationwide of how the support and services the Blind Foundation offer can enable their clients to achieve anything, even form part of the crew in a busy newsroom. 

With two target audiences – potential clients predominantly 65+ and supporters 35+ and a desire for nationwide reach – the agency partnered with MediaWorks where the campaign played out across Newshub, The Project, The AM Show, Radio Live and More FM, supported by social.  

“The optimism and authenticity of the campaign is already resonating with the public.”

“We needed an idea that would not only drive mass awareness of the Blind Foundation services and their vision of enabling ‘a life without limits’,” said CD Anne Boothroyd.

Blind Foundation marketing GM Louise von Sierakowski said: “With a broad service offering, and a wide target audience, it was a tough brief.

“The talented and creative team at YoungShand took this in their stride with their genuine care in bringing these stories to life.

“The optimism and authenticity of the campaign is already resonating with the public, and changing perceptions about the abilities of people who are blind or have low vision.”

YoungShand client service director Emma Dalton said: “It’s a credit to our clients and the team at the agency and MediaWorks that we were able to create this unique campaign.

“This is our first campaign with the Blind Foundation and we look forward to more success working with Louise and her team in the future.”


Agency: YoungShand
Creative Director: Anne Boothroyd
Creative Director: Scott Maddox
Copywriter: Erin Mattingly
Client Service Director: Emma Dalton
Senior Account Manager: Daniel O’Leary
Strategy Director: Jesse Kelly
Senior Producer: Kat Cox
Designer: Elliot Oxborough
Developer: Sam Ahn
Media Director: Kathleen Gunther
Media Campaign Manager: John Waltman
Production Company: Wanted Films

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