We launched a campaign called Kia Mahea Kia Pūawai (making it clear so we can flourish). It's a by-Māori, for-Māori approach, designed to share practical information about ACC services and support available to Māori when they are injured.
Kia Mahea, Kia Puāwai
Getting more Māori to access the ACC support services available to them
Client
- ACC
Office
- Wellington
All New Zealanders have equal rights to support from ACC if they’re injured, but Māori are 33% less likely to make an ACC claim than non-Māori. Previous campaigns had failed to engage Māori and encourage them to access the support and services available to them.
Māori are more likely to only seek help when an injury gets serious – not wanting to make a fuss. This can lead to complications down the track. We wanted to change that by raising awareness of the support available and encouraging them to get help straight away.
We shared power with our talent, a well-known Māori influencer, to develop authentically Māori creative solutions. This led to our campaign call-to-action: ‘Taihoa ake, don’t tough it out, and get help’.
For the 9 months after the campaign launched, ACC saw an average of 3462 additional Māori claims each week, compared to the prior year. Our campaign also saw to a significant increase in awareness of ACC support and services amongst Māori audiences.
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