Hit play to watch the case study video
Decades of government underfunding meant aged care in New Zealand was on the brink of disaster. Nurses were working 24-hour shifts and thousands of beds were closing. While the politicians were deciding on the new budget, how could we draw attention to the crisis?
The campaign that gave politicians wrinkles
We confronted Prime Minister Jacinda Ardern and her Finance Minister Grant Robertson with portraits of their 80-year-old selves – around the same time many Kiwis enter aged care.
Targeted media placement
We put our portraits, alongside a personalised projection of how bad the crisis could get, on billboards all around parliament, where they were sure to see them. We also supported our messaging with a landing page, social posts, and a radio ad to raise awareness. Click below to have a listen.
A $200 million result
The Prime Minister’s response? “They don’t need to create campaigns for us to know how important the sector is.” But perhaps we did. Less than one month after the campaign went live the Government agreed to increase funding for aged care nurses’ wages by $200 million a year.
Not only that, but our campaign targeting two politicians reached almost half a million people – raising awareness and getting the country talking about the crisis.
