Ministry for the Environment
Key requirements were:
- Target rural communities, councils and businesses.
- Don’t polarise or patronise.
- Explain the complex.
- Be sensitive but without watering down the changes.
- Capture the Te O Māori concept of Te Mana o te Wai.
A communication campaign for cut-through and clarity
Resonate with the audience
Ensure the work reflects the people as well as the mana of the water. Using the Māori framework for freshwater resources ‘Te Mana o te Wai’ (mountains to the sea) as our guide.
Make sure the material is visually engaging to cut through the clutter online and in the press.
Be clear, don’t patronise
While impossible to cover all the policy changes, key ideas and goals must be clearly stated in plain English.
Beautiful work with clarity and heart
Beautifully engaging communication
By clearly defining ‘how’ the work would achieve engagement (animation) we could focus on making sure the visuals did their job of supporting key messages.
Clear message and outcomes
Focusing on just a few of the policy changes, meant we could be concise while maintaining a strong narrative that was easy to follow eg. Te Mana o te Wai.
Strike a cord
Policy changes don’t happen in a vacuum. The ministry needed people to respond and give feedback, both good and bad. We ensured the work had strong concepts that would clearly strike a cord with the end audiences — ultimately driving them to discuss or respond to the changes.