A content series telling survivor stories has won Gold at the global Native Advertising Awards in London.
Abuse in Care – Shattering The Shadows was created by Stuff Group. It was directed by the survivor advisory group from the Royal Commission of Inquiry into Abuse in Care.
At the awards, the series won Best Political Programme, beating entries from international organisations such as the EU.
The campaign told the stories of six individuals from among the estimated 200,000 young people who were abused while in the care of State and faith-based organisations between 1950 and 1999 in Aotearoa.
With a focus on healing and hope, the series shares heartwrenching stories of lives shattered by abuse.
Led by content director Simon Smith, Stuff’s commercial content team created and curated the series.
Raise the voice of justice
Tu Chapman, one of the Survivor Advisory Group experts says the award was a wonderful acknowledgement of what was a very powerful content series.
“Our (survivors) fight for justice continues,” she says. “Thank you to Stuff for elevating our voices.”
Smith, who was in London to receive the awards, says the Shattering the Shadows acknowledgement was particularly poignant.
“We spend our days creating content that moves and engages our large audiences at Stuff. Being able to do this for those who spoke out at the Royal Commission of Inquiry was very special,” he says.
“We strive always to create campaigns that resonate through storytelling in all its forms. Sometimes it is the beauty of carefully crafted words and images.
“Sometimes it is brand new digital ways to connect. All of this was awarded at the Native Advertising Awards this year, among some of the largest and best media brands in the world,” Smith adds.
Stuff Group’s commercial content team also won two bronze awards on the night, for an innovative campaign for Triton Hearing, Get Amongst It.
The campaign encouraged Kiwis to experience what hearing loss feels like, using gamification and other channels, including print.
