In a new campaign created by RAPP this week, The Auckland City Mission is cyber-squatting on the .nz home pages of dozens of New Zealand organisations – including M+AD – in an effort to raise awareness around homelessness in the city.
Missioner Dame Diane Robertson says the initiative, which involved uploading imagery and information about rough sleeping and the mission’s services onto organisations’ unused .nz homepages, is aimed at sparking important conversations around the growing number of homeless people in Auckland.
“We wanted a campaign that was going to make people sit up and take notice of an important issue, which is why we have decided to use these organisations’ unused ‘homes’ for those who need them most – the homeless,” Robertson says.
The mission’s annual rough sleeper count shows a dramatic increase in the number of people sleeping on Auckland’s streets – a figure which has more than doubled in the past two years.
“The largest population of rough sleepers is in the Auckland CBD, though there are growing numbers in other parts of the city as well,” says Dame Diane, who also notes an increase in the number of people sleeping in vehicles and other temporary, sub-standard accommodation.
RAPP managing director Robert Limb says the campaign was designed as an innovative way to raise awareness, encourage talkability, and hopefully drive donations from a new audience for this important issue.
Those wishing to remove the mission’s content from their .nz homepages will simply click an icon on their homepage, at which point the squatter will be removed.
Visit some of the squatter-sites:
sugarandpartners.nz
mad-daily.nz
campaignbrief.nz
dettol.nz
enza.nz
tollgroup.nz
yellowinteractive.nz
youngshand.nz
olay.nz
bluestargroup.nz
CREDITS
Auckland City Mission
Auckland City Missioner: Dame Diane Robertson
Team Leader – Fundraising: Alexis Sawyers
RAPP/DDB GROUP
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Digital Creative Director: Haydn Kerr
Creative Director: Jeff Harris
Art Director: James Conner
Copywriter: Christie Cooper
Account Executive: Harriet Arbuckle
Digital Operations Manager: Liz Knox
Lead Developer: Joe Left
Lead Designer: Jason Vertongen
Studio Producer: Marcel de Ruiter
Photographer: Tom Roberton, The Collective Force
Photography producer: Jason Jones
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