To drive awareness of its flagship social responsibility initiative, Pause Breathe Smile, Southern Cross has joined forces with agency Havas New Zealand.
Pause Breathe Smile is a mind health programme that equips school children aged five to 12 with tools to navigate life’s ups and downs.
The campaign shows different ways children perceive the world and manage their emotions, as told in their own words.
The work was created by Havas after the agency won a competitive pitch earlier this year.
Havas’ Chief Creative Officer, Ben Handy, says it has been fantastic to work on a programme that makes such a positive difference to kids’ lives.
“Exploring the children’s stories was a poignant way to communicate to parents nationwide, whose children may be suffering these same sorts of unavoidable anxieties, that there is help for them – thanks to this incredible and essential ‘mind health’ programme.”
Southern Cross Group Chief Communications & Brand Officer, Joanne Mahon, says Havas landed on a creative strategy that really got to the heart of what Pause Breathe Smile is seeking to achieve.
“The agency showed a nuanced and perceptive understanding of the world from a child’s perspective and how a programme like Pause Breathe Smile can make a tangible difference to New Zealand children.
“We’ve been very excited to see this translate into the final creative and we believe it will resonate with New Zealanders of all ages.”
The campaign will run across TV, radio, social and digital.
The 45” TVC can be viewed here.
Agency: Havas NZ
Creative: Ben Handy, John O’Leary, Matt May
Producer: Lisa Nolan
Film Production: Havas NZ
Director: Ben Handy
Post-Production: Chris Williamson
Motion Designer: Chris Williamson