SAS 2018
National Council of Women NZ was founded by Kate Sheppard, in 1896. But in 2018, it was increasingly seen as dated, traditional and losing impact.
The organisation needed a new voice and identity for advocacy & fundraising - that could appeal to a wider audience, and be applied to the more complex and nuanced issues of today.
SAS 2018
A new identity shifted the focus from ‘women’ to ‘gender’ – broadening the organisation’s perceived relevance, and disarming critics who sought to define advocacy for equality, as advancing one group over another.
‘Equal’ acted as a clear, unchallengeable goal - and let us build the new name, into a powerful and lasting narrative.
SAS 2018
Our new narrative came from the insight that there was still a significant gap between legislation & stated 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 single, four hour photo shoot - featuring volunteer talent sourced by SAS and our client team - delivered a lasting, flexible suite of brand imagery for less than $3K.
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 a 12 month campaign produced for less than 10K in total – including paid media – the results really stacked up!
SAS 2018
Launched in 2018, the identity, narrative and messaging approach continues to deliver relevance, impact and ongoing value to the organisation today.
