A rallying cry that drew on the mana of whakapapa to inspire vaccination.
Fight For Your Whakapa
Whānau Ora Commissioning Agency
Picture a nation-wide lockdown with Delta spreading rapidly and limited ICU capacity - getting people vaccinated was a matter of urgency. Yet Māori vaccination rates were lagging, with euro-centric ideas of individual risk rather than collective health failing to resonate.
Whānau Ora again saw the need for a ‘by Māori, for Māori’ approach, asking for a campaign that would move whānau to action. This gave birth to ‘Fight for your Whakapapa,’ a rallying cry that conjured ideas of what generations before had been through so we could be alive today, and a collective responsibility to now honour their efforts and do what was necessary to ensure the future of generations to come.
A bespoke micro-site featuring Māori operated vaccination stations and live chat for local support.
Geo-targeted mobile ads directing Whānau to vaccination centres within close proximity to current location.
20 Million + Campaign Impressions
Over 50% Of Eligible Unvaccinated Māori Received Their First Dose During The Campaign Period
35,000+ Devices Seen At Vaccination Centres Post Mobile Map Ad Exposure
An unprecedented response to a by Māori for Māori healthcare campaign.
