SAS 2018
In 2018, NCWNZ created a new consumer-facing brand, so that their advocacy and public engagement around gender issues could be delivered to a broader mainstream audience. Our role was to create the brand foundation, creative approach and messaging - and work with the client’s social team to maximise engagement for budget.
SAS 2018
Our insight was that there was still a significant gap between legislation & common policies - and the reality on the ground. The opportunity was for GENZ to highlight the unconscious bias that still defines common attitudes - and ‘own the cause’ of making equality, reality.
SAS 2018
This simple insight was developed into a simple, graphic and provocative creative approach that highlighted overall principles, and key questions, that could cut through and trigger an emotive response.
SAS 2018
While the creative could be used in a range of channels, it was primarily created for social posting - where the image & headline could draw attention, and post copy could add more detailed context and support.
SAS 2018
A series of posts was developed, aimed at forcing viewers to acknowledge their own ‘unconscious bias’ - by highlighting the inherent contrasts within common attitudes that most Kiwis would recognise.
SAS 2018
While some posts focused on long-term, ongoing issues, others were more tactical, responding to specific news events.. with our creative approach allowing new executions to be developed quickly - by SAS, or by the client’s team directly.
SAS 2018
While some posts focused on long-term, ongoing issues, others were more tactical, responding to specific news events.. with our creative approach allowing new executions to be developed quickly - by SAS, or by the client’s team directly.
SAS 2018
Engagement with posts triggered re-marketing - based on the viewer’s actions - that encouraged them to take further action, and join or donate to Gender Equal NZ.
SAS 2018
And with the brand & campaign created and produced for less than 10K in total - the results really stacked up!
