A human response to a health crisis—

Centred around our people, not the virus, Unite against COVID-19 galvanised Kiwis around a central idea – one we could all rally behind, take pride in and own. An integrated platform of beauty, hope, humour and heart, every touchpoint reinforced our individual role in achieving our collective purpose. With clarity. Humanity. And sensitivity.

The platform quickly became a trusted source of authority and information overnight. Informative, yet friendly; authoritative, but not fear-mongering, the platform was purposefully friendly, accessible and humanistic. Grounded in unity and positivity, messaging rallied all New Zealanders around a common goal – flipping ‘personal restrictions’ to ‘collective health and wellbeing.’

It became New Zealand’s most extensive communications campaign ever. People took the platform identity and made it their own. Google Mobility Data showed 91% of New Zealanders stuck to lockdown rules. A global Public Relations Industry survey ranked New Zealand first in the world for COVID-19 response communications. And most importantly, it helped limit NZ’s outbreak to achieve the lowest death rate per capita in the OECD.