Kauri Dieback

CLIENT

Ministry for Primary Industries

CAMPAIGN

All people either living or visiting Auckland, in particular, those who are heading off for a nature walk to the Waitākere and the Hunua Ranges.

TASK

To create engaging creative to inform visitors to the Waitākere ranges of the Controlled Area Notice (CAN) and to communicate the hygiene requirements (clean all soil off footwear/equipment, disinfect, and stay on the tracks) as their main advertising piece.

INSIGHT

Kauri dieback is killing New Zealand’s iconic trees, the message needed to be direct, simple and informative to create wider awareness in the Auckland region. In turn, this encouraged people to take responsibility when visiting the Waitākere and Hunua ranges.

STRATEGY

We used the ‘dead vs alive’ imagery to show the deadly impacts that kauri dieback has on kauri trees. The hazard strips across the tree also emphasise the Controlled Area Notice and how this can lead to the Waitākere and Hunua ranges being closed forever.

Contact us to find out how we have helped get our awareness message out to the wider Auckland region.