Maori Water Safety Campaign

1
Maori Water Safety Campaign

• Presentation to
• The Social Marketing Downunder Conference
• March 2005
• Matene Love
• Jayne Krisjanous
• Victoria University of Wellington

2
The Problem

• Overall drownings in NZ reducing,
• but for Maori drownings are increasing
• Maori twice as likely as non-Maori to drown
• 44 of children under five drowning are Maori

3
The changing nature of New Zealands population

• Maori, Pacific and Asian people as a percentage
  of total New Zealand population
• 1956 - 7
• 2001- 27
• 2050 - 50
• Source Glenn McGahan Nativeworks

4
Maori Population

• Today
• 13 of New Zealand Population (526,000)
• 2050
• 20 of New Zealand Population
• Mainstream social marketing and information
  campaigns may be missing a large part of their
  target market
• Maori are a significant social market

5
Water Safety New Zealands Maori CampaignKeep
your whanau afloat(launched 2003)
6
Planning

• Collaborative approach between Water Safety NZ
  and Maori
• Evaluation of other successful campaigns targeted
  to Maori
• A distinct campaign proposed (separate sub-brand,
  name and logo)
• Main goal
• Decrease the number of Maori drownings by 2006
• Timeframe
• 3 year campaign
• Year 1 and 2 concentrating on information and
  statistical data dissemination, education and
  awareness
• Year 3 focused on behaviour modification.

7
Planning cont.,

• Segmentation/identification of target audiences
• Relationships established with key community
  organisations, networks and political and iwi
  leaders
• Endorsement and buy-in gained from Maori Womens
  Welfare League, National Kohanga Reo Trust, FOMA,
  TPK, Maori Fisheries Commission, local councils,
  marae and community groups
• Acknowledgment that Maori often move en masse

8
Planning cont.,

• Incorporation of media most likely to be
  effective in reaching audience and transmitting
  message (AC Neilson findings)
• Maximising opportunity by identifying potential
  contact points
• Optimising awareness by presence and impact at
  major events where Maori congregate
• Use of strategies that involve verbal and visual
  means (written material shown to not be as
  effective)

9
Keep your whanau afloat campaign

• Launch of Maori Water Safety Campaign (November
  2003)
• Work through Maori networks (marae, Maori
  organisations, whanau and points of assembly)
• Presence at all major Maori events including
• Maori sporting events (touch, netball, league,
  waka ama, dragon boating)
• Kapa Haka and cultural festivals
• Ratana Day and other church related events
• National/regional hui
• National Maori organisations AGMs
• Expos, fairs and conferences
• Water Safety New Zealand activities
• Role model and guest appearances at events

10
Campaign cont.,

• Emphasis on kanohi ki te kanohi (face to face)
  communication using Maori networks
• Support of Maori media to transmit messages
• Television and radio ads (watch your tamariki or
  watch them drown)
• Television and radio interviews (Te Karere, Maori
  television, iwi radio stations)
• Printed media feel good stories, articles,
  upcoming events

11
Campaign cont.,

• Information packs to all educational and social
  service agencies
• Educational kits covering one week teaching
  curriculum to all kohanga reo, kura kaupapa and
  immersion schools
• Marae education programmes
• Website

12
Support material

• Posters
• Magazines, newsletters
• Promotional material and give-aways-tee-shirts,
  kites, tattoos, as brand name carriers

13
Feedback and measurement

• Feedback awareness of issue growing amongst
  Maori- message out and interest growing
• Local mainstream community expressing desire to
  be involved
• Attitude change beginning to be noticed in Maori
  communities
• Investment will need to be long-term
  (generational change)