AUCKLAND, Tuesday: Stanley Street is celebrating its success at the Designers Institute Best Design Awards 2022 earlier this month. Stanley Street received a Gold Pin in the Public Good category for their Support local, Shop local work.
The Public Good Award is for public-interest activity executed without financial gain to the recipient. It aims to demonstrate the contribution design can make to social, cultural and community wellbeing, quality of life and identity.
Stanley Street ceo Siobhan Burke said: “Support local, Shop local was more than a piece of work for Stanley St. It was a passion project grounded in a love and drive for communities.
“2020 was a year that changed all Kiwi lives. As covid-19 hit and Aotearoa was thrown into lockdown, the daily number of cases, weeks locked in our bubbles, mounting redundancies and the unknown number of families that would lose their livelihoods weighed heavily.
“As a NZ-owned independent local business, Stanley St decided that their team of 130 was in a unique position to help the team of 5 million.
“We developed a brief, and crafted a campaign aimed at giving back to the community that had given us all so much over the years.
Working with local businesses, Stanley St identified their key needs and established how they could help. With a sense of urgency and mission, a national campaign and usable resources were designed and distributed – all in under two weeks.
“Media partners also heard the call with $1million of television, newspapers, video on demand, OOH, social media, and digital space provided for free.”
The campaign consisted of two parts:
- A national, public-facing mass-media campaign to persuade Kiwis that if they were going to shop anywhere, they should shop local.
- Free resources for businesses, to help them through the hard times.
Stanley St’s head of design Sam Cox said “We crafted a visually simple campaign, executed in stark black and white which we knew would save small businesses on printing costs and we brought the work to life with friendly, charming illustrations and writing. We’re really pleased with how it came together.”
Siobhan Burke: “Support local, Shop local became the national rallying call around which Stanley St built their messaging.
“Media partners also heard the call with over $1million of television, newspapers, video on demand, out-of-home, social media, and digital space being provided for free.
“Teams were mobilised around the country to create a suite of tools for SMEs to access and use. This evolved into a central website that hosted interviews and advice with key business leaders, information and downloadable toolkits – all free of charge.
“Kiwis heard the call and rallied around their local businesses – 38,500 businesses accessed the website, 69% reported an earnings increase averaging $5000 each; 97% of businesses reported the toolkits to be useful to them.
“Business leaders such as Rod Duke, Rosanne Meo, Michael Barnett, David Bell and Jemma Whiten got behind the effort and gave of their time to offer advice.”
“We couldn’t be prouder of the work the team all pulled together to give back to our communities across Aotearoa,” Burke said.
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