How do you get rangatahi Māori excited and engaged with the electoral system? Our campaign for Te Puni Kōkiri significantly exceeded targets.
Te Puni Kōkiri is the Government’s principal policy advisor on Māori wellbeing and development. As part of their mission, TPK work to increase Māori participation in electoral processes. Every 6 years, under the Māori Electoral Option, Māori voters can choose between the Māori Roll or the General Roll. In 2018, we worked with TPK to help them promote the Māori Electoral Option.
The objectives were to:
The campaign had to have a strong te ao Māori lens and create a conversation with rangatahi aged 18-29 years. It also needed to be completely fair, impartial and politically neutral.
To encourage young, eligible Māori to engage and make a choice, we needed an influential, yet authentic and inspiring front person for this campaign – someone who could connect with and educate our audience, and importantly empower them to act.
Through focus groups, we tested potential social media personalities with rangatahi, and by a huge margin, Stan Walker became the voice of the campaign. Stan worked closely with us to develop and deliver our key messages for the For Future Sake Choose campaign – and ultimately empower young Māori to make their choice.
The large-scale social media campaign used a tactical mix of curated, informational content (including “Stanimation” from our friends at Flux Animation), and emotional conversational materials from Stan (including his powerful, hero “Spoken Word” piece, written with the help of Stan’s friend and fellow artist Sheldon Rua) to engage with rangatahi.