Māori-owned independent agency RUN have launched the latest national influenza immunisation campaign, which is running over the next eight weeks across TV, digital, social, print and press.
RUN won the pitch last year to develop a new brand identity and campaign with the Immunisation Advisory Centre (IMAC), who hold the Ministry of Health contract to plan and implement the national influenza promotional campaign and programme.
Since then they’ve been through a community consultation process with various groups, with the support of Hāpai te Hauora, Asian Family Services and healthcare professionals.
Insights from this led to the campaign strategy, which features real people painted in a classic portraiture style to visually articulate that they are a treasure to their whānau.
Each portrait is being gifted to the person painted to proudly display in their home.
Raymond McKay, CD at RUN, says: “With this campaign we needed to draw upon all of our cultural experience within the agency to create something meaningful, that really focused on real people. Our collaboration and approach needed to be less agency and more tīkanga, which we relish.”
Barbara McArdle, National Influenza Coordinator at IMAC, says: “We gave RUN a challenging brief, and we’re really happy with the outcome. They have been open minded, flexible and able to adapt rapidly to changes, while continuing to provide the necessary design and communication we needed for this important national campaign.”
The campaign’s primary audience is Māori aged 65+, followed by the older Asian community.
Client: Barbara McArdle, Theo Brandt – Immunisation Advisory Centre
Creative Director: Raymond Otene McKay and Laura Cibilich
Designers: Laura Cibilich, Maria Philp, Russell Hooton-Fox
Illustrator: Joseph Qiu
Director/DOP: Vinnie Carter
Cultural Advisors: Rangi McLean, Hāpai Te Hauora, Asian Family Services, Ariana Stone