#FFS Choose
The Problem
Co-governance – now that's a controversial issue in Aotearoa. Te Puni Kōkiri, the government's Māori wellbeing and development ministry, reached out with a challenge. You see, young Māori (rangatahi) were giving politics the cold shoulder, and it doesn’t take a rocket scientist to figure out why. But TPK really needed them to make a choice between the general or Māori roll. A real head-scratcher.
The Solution
No one likes being told what to do. And no one likes being lectured to either. Certainly not from politicians or govt types. So we enlisted the one and only Stan Walker to get our message across and get people to #FFS Choose! As Stan Walker explains, “We are the worst judges of ourselves. My biggest critics are Māori people who think I should be more humble. I tell them, “I can be proud and know my worth, but still have ultimate humility. Man, I’m thankful for everything, but I’m not going to sit here and not be happy for myself if I’ve just won something or if I’ve just done something awesome. That’s so mean. When I win, you fallas win.”
This was the hero video, designed to illicit an emotion.
‘Stanimations’. Explainer videos, explaining the ins and outs of co-governance featuring an animated Mr Walker.
Campaign was supported by a series of 'social ‘truth bombs 💣 💥,
A Facebook Page was created to house the content. FB Live was particularly effective and a great way to make a connection. The fact that everyone got notified was a bonus too.
My Role