The creation of the Best for Baby campaign and brand promotion was part of a long-term strategy to reduce the risk of failed pregnancies and sickness due to lack of education.
A critical component of the campaign was the research and engagement of over 130 community groups within the South Auckland community that enabled us to directly connect with our target audience. This was essential as there was little trust of the authorities and their ability to help these young women.
Through community groups and local cultural leaders, we were able to create a voice that the DHB was able to listen to and work with. Part of this process was to speak to the collective Polynesian culture with respect while changing their current understanding of the role of a midwife.
Critical to building trust we worked with these young women to enable them to share their voice and be heard. This was a rare time they had a voice and that action was being taken to address their concerns.
The campaign was centered around their voice, needs and culture. The creative and messaging was distributed through the community passively to enable the message to be consumed but not bring undue attention to the individual.