0
Kiwis took their own life in 2018
0
Increase in traffic to Headfirst website
0
million in media value. Major broadcast and online platform coverage.
Challenge
We’ve been working to refocus Movember from a celebration of masculinity to a platform that actively gets men talking about mental health. Last year we conducted ‘The Mensus.’ New Zealand’s first census for men’s feelings, which uncovered that when men are struggling with mental health, they simply aren’t talking.
So, we’ve been leveraging the programs and partners Movember support throughout the year, to add depth to the behaviour we are trying to encourage amongst males. Talking to their mates.
Last year Movember formed a funding partnership with Headfirst, the mental health organisation of New Zealand Rugby. For Suicide prevention month (September), Movember wanted to use the partnership to make talking about mental health part of the National conversation. They set us the following objectives;
1. Leverage the newly formed Headfirst partnership, to raise awareness of New Zealand’s alarming suicide rates
2. Create a campaign that would encourage men to talk
In 2018, 685 Kiwis took their own lives. Three out of four of them were men. Research shows silence amongst males is contributing towards a national tragedy.
Solution
To mark a national tragedy of this scale, it’s common practice to observe a moment of silence within rugby fixtures – but it’s silence that’s killing our men. Instead, we reframed the common practice of ‘A moment of silence’, to ‘A moment AGAINST silence’.
Before the All Blacks game against Tonga, on September 7th, we asked fans not to stand in silence, but to turn around and talk to their mates – and used traditional media relations to ensure the moment was observed beyond the stadium alone.
Result
A Pre-Match that got the nation talking
The pre-promotion video gained immediate publicity and earned reach across social media and within news coverage.
- 542,375 Kiwis watched the video shared on the All Blacks Facebook and Instagram accounts
- The video was shared amongst influential players within the global rugby community, including current and former All Blacks such as Dan Carter and Sonny Bill Williams who asked the country to get involved.
The moment itself
- 25,800 people at FMG Stadium in Hamilton and a much larger group of people watching the game at home on SKY observed A moment AGAINST silence
Post-Match coverage that kept the conversation going
- Coverage of the moment against silence was picked up by One News, appearing as the second story at 6:00pm.
- Post-match coverage which also spanned across Newshub and SKY had an estimated reach 537,645
- The moment had an impact on the global rugby community, with the CEO of World Rugby, Brett Gosper, resharing the video, saying;
‘Powerful work for a tragic phenomenon that is global in scale #talk #momentagainstsilence’.
A New Zealand First for PlaceMakers and Google
Finding a first to market digital solution to help PlaceMakers maintain a high performing e-commerce channel.
Social | Shortland Street 30th Anniversary Social Activation
For Shortland Street’s 30th Anniversary TVNZ looked to pull out all the stops to help bring some excitement to this landmark occasion in NZ broadcast television.
TVNZ #IsoCareKits
Lockdowns suck, and with so much of our isolation entertainment coming from our televisions, TVNZ saw an opportunity.
Creative | ASB "Borrow the All Blacks"
During the COVID-19 pandemic, ASB were challenged to step up to plate for small businesses. So we thought, what if we fronted up with one of the most tightly regulated sponsorship properties in ...
Creative | Bunnings and Touch NZ
Dentsu creative were engaged to support the second year of the Bunnings Sponsorship of Touch New Zealand.
Creative | Rangitikei Free Range
Creative | Meridian, Turbine Pale Ale Launch
To launch Turbine, Dentsu Creative developed a PR strategy that built awareness of Turbine’s story as a love letter to windy Wellington and turned Garage Project’s two taprooms in Auckland and W...
Movember "A Moment Against Silence"
We leveraged the All Blacks to reframe a moments silence to a moment against silence to get the nation talking about the national tragedy, which is the devestating suicide statistics amongst Kiw...
Creative | Designing a contactless service for Subaru.
Designing a contactless service for Subaru.
Creative | Calocurb
If there were a medal for being the most obese and overweight country in the OECD, New Zealand would get a bronze.
We were engaged from day one, as Calocurb’s brand, marketing and technolog...
Creative | Tower Insurance
Tower were seen as just another insurance company: traditional, painful and host to archaic claim systems. So Tower set out to make things simple. They simplified their process, customer intera...
Creative | Meridian
For over a decade, Meridian has been committed to providing renewable energy to Kiwis. However, with all energy brands vying to demonstrate their commitment to the environment our key point of ...
Media | Accor, Bidding Strategy Alignment
Helping a global brand adopt in a local market, and to compete against changing digital booking behaviour.
iProspect: Mercy Radiology
Being first in market to launch booking capability for medical imagery and screening. Helping Aucklanders find the right medical screens and scans, aiding them to speed up tedious booking proces...
Davanti: Auckland Council
Auckland Council services over one million people in the greater Auckland region through three primary customer channels – digital, person-to-person, and face-to-face interactions.
Davanti: Ministry of Education
On behalf of the Ministry of Education, the Education Infrastructure Service (EIS) invests around $500m per annum in planning and delivering infrastructure services and facilities to New Zealand...
Davanti: Leading Edge
Leading Edge Communications is a fast paced Sales Channel Management company offering telecommunications sales and support services to some of NZ’s leading enterprise and SME organisations – kee...
Media | Les Mills on Demand
Locally driven technology product, pushed globally increasing expansion and driving growth
Media | Air New Zealand, A Fantastical Journey
The safety video is usually the least-interesting part of a flight. Air NZ needed theirs to be engaging pieces of content on and off the plane.
Creative | ASB, True Rewarden
Turning a rewards scheme into a Kiwi icon for ASB. Following the massive success of the first campaign, we brought the True Rewarden back to continue her mission to get more Kiwis rewarded.