New Zealand Media and Entertainment has launched a company-wide multi-platform campaign across all of its media brands to promote the Covid-19 vaccine roll-out.
NZME Chief Executive Michael Boggs says: “Every New Zealander who rolled up their sleeves and got vaccinated brought Aotearoa another step closer to being free from the worst that Covid-19 can throw us.
“Getting as many Kiwis vaccinated as possible is a project all of New Zealand Media and Entertainment’s radio networks, digital platforms and social networks will get behind – to protect ourselves, our whanau and our way of life.”
The NZME wide campaign launched at the weekend with the New Zealand Herald’s editorial initiative “The 90% Project” which is aiming to get 90 percent of New Zealand’s eligible population fully vaccinated against Covid-19 by Christmas.
The 90% Project is also being supported by Newstalk ZB and NZME’s regional newspapers the Bay of Plenty Times, Rotorua Daily Post, The Northern Advocate, Hawke’s Bay Today and the Whanganui Chronicle.
NZME Managing Editor Shayne Currie says: “A 90 per cent vaccination rate will open New Zealanders’ front doors – and our borders – to freedom and put businesses and the economy on an upward trajectory. But critically, it will save lives and once again allow us to prosper and thrive.”
With an audience of 3.2 million New Zealanders across all of its platforms NZME has a vital role to support all New Zealand communities getting vaccinated.
NZME Head of Cultural Partnerships, Lois Turei says: “A big part of the campaign was about engaging tangata whenua and Pasifika people with aroha and inclusion and recognising the need for targeted help to get the vaccine. That’s our kaupapa – it’s unapologetically about protecting tangata whenua and our Pasifika cousins.”
This week the NZ Herald’s 90% project will be joined by other initiatives across NZME’s nationwide radio networks and digital platforms as on-air hosts share their Roll Up Your Sleeves Aotearoa message with their audiences.
Coast host Sam Wallace says: “The reason I wanted to get vaccinated is because I think it’s the safest move for my family. We have vulnerable people in my family including my Dad who’s had cancer treatment and I’ve got three young kids and I want to provide them the safest environment to grow up with.”
NZME’s Roll Up Your Sleeves Aotearoa initiative will run for 14 weeks.