Stuff is challenging stereotypes in a new campaign that puts the spotlight on South Auckland’s Ōtara, by showing its diversity, examining its potential and giving a voice to its residents.
Featuring three hero faces and taglines, along with the question ‘What matters to you?’, the campaign runs across Stuff’s print and digital portfolio, radio and outdoor, including billboards and street posters nationwide, with a strong target on Aucklanders.
It supports the 'Southside Rising' series, in which Stuff journalists take a deep dive into the troubled suburb to challenge whether or not there is still truth in its rough reputation. The series looks at the suburb’s rich history, cultural tapestry as well as its maturity and vibrancy.
Blair Ensor, Stuff Auckland editor, says constructive, thought-provoking journalism that sparks conversation in New Zealand’s largest city is the kind of reporting Stuff’s Auckland newsroom is focusing on.
Phillipa Cameron, Stuff chief customer officer, adds it wanted to embrace editorial’s approach to constructive journalism and truly showcase the vibrant and diverse community of Ōtara.
She says it brings Auckland matters and issues to light with fresh and striking creative, provoking readers to really consider their own views or perceptions.
“Alongside Stuff’s purpose of connecting New Zealanders with what matters, to their communities and to each other, with our continuing growth in Auckland, it’s been the perfect time to champion our excellent journalism to Kiwis.”
In the latest Nielsen July figures, Stuff’s Auckland audience showed 20 percent year-on-year increase to 594,000 unique monthly visitors.
Its staff numbers have also increased with several new journalists, including household names Todd Niall and Alison Mau joining its Ponsonby newsroom in recent months.
'Southside Rising' will run for the next three weeks.