#FFS Choose
The brief was a government voter enrolment campaign targeting young Māori. The obvious answer was civic duty messaging — information, explainers, posters in community centres. We said no to all of it. Young people weren't disengaged because they didn't understand voting. They were disengaged because nobody had made it matter. One authentic voice — Stan Walker — talking about self-determination, not process. Built for social media, not government comms. That was the whole campaign.
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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