AWARENESS CAMPAIGN IN NEW ZEALAND

To grow awareness and affinity, and change perceptions of disability, Paralympics New Zealand (PNZ), invested in a social change campaign, leveraging the platform of Paris 2024 to challenge perceptions and encourage conversations about disability

The campaign was provocative, with mass reach, clear social messaging and portrayed Paralympians as incredible athletes who just happen to have a disability. It delved inside Paralympians’ minds, encouraging Kiwis to look at them through a different lens. The aim was to cement the New Zealand Paralympic Team brand in the hearts and minds of New Zealanders and celebrate the transformational power of Para sport.

Who was involved?

Paralympians, alumni, broadcast rights holder TVNZ, advertising experts, media and commercial partners as well as PNZ Board Members and staff. Paralympians Cameron Leslie, Anna Grimaldi and Devon Briggs featured as campaign ‘heroes’. Other Paralympians featured shared their experiences on PNZ digital channels. Media partnerships across free-to-air television, partner digital channels, national print and radio, and outdoor billboards, delivered mass reach on a pro-bono basis, enabling PNZ to deliver a national campaign at minimal cost.

What was done?

PNZ briefed advertising agency Saatchi & Saatchi to conceptualise the campaign, resulting in the ‘We’ll Give You Something To Talk About’ theme. Production company Finch filmed content, including 15/30 second cinematic TV commercials. Each featured a Paralympian simulating Para sport competition, with background voices echoing negative statements that each Paralympian had experienced. A radio commercial used audio from the TV commercials. Digital outdoor billboards featured Paralympians alongside confronting statements with context made positive by positioning the Paralympian in front of the disabling part of each word. Interviews with Paralympians played on PNZ digital channels and broadcaster TVNZ. An integrated marketing partnership with broadcaster TVNZ saw campaign content and themes included in Paris 2024 broadcast promotion and coverage. TVNZ utilised campaign video content with previous Paralympic medal moments in their on-air promotion. TVNZ also used PNZ’s long-form interview content in editorial content, and host presenters including Paralympian Dame Sophie Pascoe included campaign messaging in live coverage. TVNZ gifted significant advertising to enable the campaign to screen nationwide. A research company informed PNZ decision-making, providing insights into NZ Paralympic Team brand attributes. They guided the campaign approach and measured post-campaign outcomes.

What made it special?

Para athletes were at the centre of the campaign. Robust consultation guided the campaign direction and delivery. PNZ broadcast and media partnerships achieved significant cut-through helping to raise campaign awareness and Paralympian profile. Outdoor media creative added to a provocative campaign theme. The campaign theme evolved from 'We’ll Give You Something to Talk About’ pre-Games, ‘Worth Talking About’ at Games time, and ‘Talk About This’ post-Games.

What changed?

NZ Paralympic Team awareness and brand affinity rose. New Zealand’s love for the Team rose from 6th to 4th among most loved New Zealand sports brands. In a TVNZ viewer survey, 84 per cent answered ‘strongly agree/agree’ to the statement ‘Paralympians deserve equal recognition for their accomplishments as Olympians’. Government ministers commented on the campaign impact “It answers that prejudice with powerful athleticism and a bold challenge”.

What was learned?

The campaign resonated with the country. PNZ fully backed the NZ Paralympic Team, celebrating medals and great moments from Paris, sharing them with the entire country. The tagline #STTA was included in everyday conversation and was used across media, TV hosts and politicians. “As their Team slogan so aptly put it, We’ll Give You Something To Talk About – and they definitely did” – Rt Hon Christopher Luxon, New Zealand Prime Minister.