AUCKLAND, Today: Stanley St and Waitapu Group cultural communications agency Tātou have launched a campaign for Safer Gambling Aotearoa to help mitigate occasional gambling from turning into problem gambling.
This collaboration between Stanley St, Tātou and Te Whatu Ora (Health NZ) has brought to life a realistic representation of an unspoken issue within our community.
“We are proud of the mahi created,” says Skye Kimura, ceo of Tātou.
“Nan’s Song is a campaign that draws on Māori and Pacific culture but is grounded in universal truths.
“Our role at Tātou was to support the creative concept, to ensure it resonated appropriately with the key audiences.”
A critical insight from the research showed that gamblers know the odds of winning or beating the system are low, but they often see signs that convince them that ‘today will be their lucky day.’
Stanley St head of planning Thomas Scovell said: “We wanted to flip this behaviour on its head and make the viewer see the warning signs they should instead be looking for, that their behaviour is becoming a problem.”
Stanley St group business director Alex Hirini and Kaiwhakatere (administrator) Darryl Roycroft say they have constant wānanga about how they bring together their background in advertising with their Māoritanga.
“With kaupapa like this it can be challenging,” said Roycroft.
“Gamblers know the odds of winning are low, but they often see signs that convince them ‘today will be their lucky day’.”
“We don’t want to reinforce any negative stereotypes, but the reality is gambling is harming our people and if we don’t talk about it how do we stop it?”
Hirini said: “It’s tricky to navigate, but what helps us is going back to our purpose as individuals, to improve the wellbeing of our people and we can do this by normalising our language and our worldview in the advertising space.”
“And one of our core principles is that everything we do is mana-enhancing,” said Roycroft.
‘Nan’ is a kaitiaki; she is the matriarch, pillar of strength, wise, warm and understanding, a character many will recognise in their families, she’s a universal truth.
“She represents the connection to tūpuna, and mana tuku iho, the mana inherited from ancestors.
“Her song, Daphne Walker’s Haere Mai Everything is Ka Pai, is used as a warning sign. The song’s lyrics reinforce the essence of Nan and her role as a kaitiaki. It also symbolises the knowledge and values that are passed down through generations, a gift that guides us and is a reminder to walk tall, knowing we are never alone and always supported.”
“It was a privilege to collaborate with director Robin Walters, represented by Film 360, to bring this story to life in a way that reflects the tikanga from within his own whānau.”
Stanley St ECD Brad Collett said: “This attention to detail made it even more special, with Robin getting permission from his own whānau to use his great-great Nan as the hero.
“The campaign is supported by a 90” film, 60” tvc, and targeted 15” warning sign social spots, OOH and mailers to really reach our audience at moments of truth, to ensure they are staying attuned to the signs their gambling might be becoming a problem.”
CREDITS
Agency: Stanley St
Executive Creative Director: Brad Collett
Kaiwhakatere: Darryl Roycroft
Head of Strategy: Thomas Scovell
Head of Media Strategy: Emily Scovell
Media Director: Stephen May
Group Business Director: Alex Hirini
Account Director: Jasmine Lawrence
Senior Agency Producer: Victoria Millan
Cultural agency: Tātou
CEO: Skye Kimura
Ringa Toi/Pou Tikanga: Graham Tipene
Creative Cultural Lead: Mitsy Kimura
Production: Film 360
Executive Producer: Sage Haggart
Director: Robin Walters
DOP: Darry Ward
Art Director: Peter Marshall
Client: Te Whatu Ora – Safer Gambling Aotearoa
Programme Lead: Eru Loach
Senior Marketing Lead: Sarah Bain
Senior Advisor: Sara Woodward
Manager Cultural Advice and Partnerships: Henare Howard
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