In celebration of the country’s most impressive PR, experiential and social media campaigns, StopPress chats to all the winners at The Pressies 2020. Fuse and Waka Kotahi NZ Transport Agency took home gold for ‘The Unsaid’ in the Best use of Social Media, Best Community Management Impact and Best Strategic Thinking categories.
StopPress: How did you crack the idea to get people sharing something that had never properly been discussed?
Brigid Alkema, executive creative diector, Clemenger BBDO: Families affected by drug driving are often too ashamed to share their own stories. So we knew we had to respect the families’ wishes, while finding a safe way to break the circle of silence.
We thought that if we found someone brave enough to put themselves out there and share their story, it would encourage others to share theirs too. We found Ashleigh, who broke that silence while promising the nation she would only return if there were more stories to share about the consequences of drug driving.
David Lister, head of experience, FUSE: The challenge for this campaign was to get people to share sometimes tragic personal stories in social. Making the Unsaid platform a safe place to share was the absolute priority. That meant navigating entrenched beliefs from lobby groups and some very strong personal beliefs on drugs in general and driving. Community management was crucial in this campaign. The strategy of navigating the negative views, supporting the courage of genuine contributors took the page into positive sentiment and became central to the success of the campaign
StopPress: How did your agency partnership help you to deliver this award winning campaign?
Racheal Prince, principal advisor advertising, Waka Kotahi: I can’t recall ever challenging our partners and suppliers quite like we did with The Unsaid before and it was the passionate commitment from all parties that enabled this campaign to really shine.
It relied on an incredibly collaborative partnership between Waka Kotahi, Clemenger BBDO, OMD, Fuse and media owners who enabled this very agile campaign to come to life.
For more winner interviews from The Pressies 2020, click here.
