Together with Tini a Tangaroa, we made sure our kaimoana were fished sustainably over summer.
Challenge
Year after year, fishing is one of Aotearoa’s most popular summer activities which increases the need to protect our kaimoana. We partnered with Tini a Tangaroa for our seventh annual campaign to promote the fishing rules and increase downloads of the NZ Fishing Rules app. Historically, we know fishing rules are more likely followed when people understand their importance and that they need to check the app for changes.
Solution
Storytelling was a key focus for this campaign. Building on previous work together, we knew Pio Terei would be the perfect fit. He has established credibility within local communities and has a genuine passion for fishing. In partnership with Whaakata Māori, we made a series of videos with Pio which played across the Whakaata Māori network and on digital channels including MetService, Facebook and YouTube.
All six videos feature Pio, and two feature supporting talent – Miss Kihi. Videos that feature both people allowed us to show how fishing rules can and should be a conversational topic between whānau and friends. Videos were created around key messages: Only Take What You Need For A Feed, Check the Bag Limits and Protect Our Kaimoana.
Whakapā mai | Get in touch
We are Hemisphere. We're curious and creative. We're experts in strategy, creative, digital, media and culture. Let's talk about what the Hemisphere difference can mean for you.
Whakapā mai | Get in touch
We are Hemisphere. We're curious and creative. We're experts in strategy, creative, digital, media and culture. Let's talk about what the Hemisphere difference can mean for you.
58-60 Oriental Parade, Te Whanganui-a-Tara Wellington
kiaora@hemisphere.nz
04 384 5994
