The Whānau Ora Commissioning Agency is thrilled to announce the success of its recent awareness-raising campaign, which took the concept of Whānau Ora to mainstream New Zealand.
Almost 1.5 million people were reached and viewed content relating to the campaign, which emphasised whānau as assets to be developed, not problems to be fixed.
“The figures for the 21-day campaign are outstanding, and we are pleased to see New Zealanders identifying with Whānau Ora and the dream of a better future”, says the North Island’s Commissioning Agency Chair Merepeka Raukawa-Tait.
The campaign included a video titled ‘We Dream’. The film tells a powerful story, highlighting several scenarios about overcoming the real-life challenges in housing, poverty, education and employment that whānau can sometimes face.
A sponsored article on the NZ Herald website on a Kaiārahi talking about his experiences working in Whānau Ora, which also featured the video, was viewed 39,886 times in the first 24-hours. The video also had good engagement and was viewed 1,326 times.
As part of the campaign, Newshub produced a Whānau feature article that appeared among the lead news items on its homepage and became its best performing sponsored article ever on its Facebook page, generating more than 1,500 likes, 136 comments and 88 shares. Showing that people are interested in others positively transforming their lives.
Hundreds of thousands of more people were reached through the support and social media posts of Olympic Gold Medalist Ruby Tui, comedy group The Cougar Boys, rugby players Patrick Tuipulotu, Israel Dagg and Vince Aso, netball player Phoenix Karaka and media personality Stacey Morrison.