The Māori Election Option only runs every 5 years so it suffered from low awareness, and its complexity didn’t help. The audience, defined as ‘all Māori,’ was actually highly fragmented.
To keep Māori values at the heart of our response, we motivated this large audience with the rallying cry; ‘Māu tonu e kowhorotia – Now is your time to choose’.
We embraced Māori culture, collaborated with social media influencers and media providers to create over 100 pieces of unique, targeted digital content.
By reaching our audience effectively and giving them genuine empowerment, we were able to increase understanding and motivation by 29% and 30% respectively.
