#FFS Choose
When authenticity beats authority. The Power of Peer Voice.
Here's a truth about human behaviour: We trust people who feel like "one of us" far more than official voices. This isn't just marketing wisdom - it's deep cultural understanding.
Te Puni Kōkiri faced a classic government communication problem: How do you get young Māori to engage with something as bureaucratic as electoral roll choice? Traditional government approaches - facts, figures, official messaging - weren't cutting it.
The truth is young people of any nationality don't reject important messages - they reject being lectured to. When Stan Walker speaks about identity and choice, it's not a government directive - it's a conversation with someone who's walked the same path.
Why It Worked:
We didn't just cast a celebrity - we worked with someone whose journey of cultural identity resonated deeply with our audience. Stan Walker's own story of connecting with his Māori identity made him the perfect voice for this message.
Instead of making it about electoral systems, we made it about identity and choice. #FFS Choose turned a bureaucratic decision into a statement of personal empowerment.
We created content that felt native to social media, not like government communication. The casual, conversational tone made complex information accessible without diminishing its importance.
The Bigger Truth
When dealing with culturally significant messages, authenticity trumps authority every time. Whether it's electoral roll choice or any other behaviour change campaign, people need to see themselves and their values reflected in the messenger.
Results
Beyond just reach and engagement, this campaign showed how cultural authenticity can transform government communication. It wasn't just about what we said - it was about who said it and how they said it.
What This Teaches Us
The most powerful way to connect with any community is through voices that authentically represent their experiences and values. It's not about speaking to people - it's about speaking with them. Chur!
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