Reflecting on the ‘Nan’s Song’ campaign
Te Whatu Ora & Te Hiringa Hauora | Stanley St
Nan’s Song was a campaign aimed at helping low-risk gamblers and their whānau recognise the early warning signs of gambling harm before it escalates. Many gamblers understand the odds are against them, yet still look for signs that today might be their lucky day. The campaign flipped that thinking by highlighting the real warning signs that behaviour is shifting from harmless fun towards something more serious, doing so in a way that felt culturally grounded and mana-enhancing for Māori and Pacific audiences.
Joining the project one year into its development, scripts and ideas had already undergone extensive research and cultural consultancy, but there was a challenge in translating them into ads that aligned with the campaign strategy and represented Māori culture in a recognisable and empowering way. The task was to help bridge the gap between creative and cultural expertise, rethinking the script within the parameters of the existing research to avoid extra cost and time. The approach simplified the themes and layers, focusing on a story deeply rooted in Māori and Pacific cultures, highlighting concepts like mana and manaakitanga, as well as universal truths such as the bonds between siblings and the role of Nan. The aim was a direct yet empowering message that conveyed the campaign's strategy of highlighting warning signs.
Post campaign survey results:
89.8% of the target audience felt the campaign resonated with them
88.9% recognised it’s important to address the issue within recreational gamblers.
75.9% (when prompted) acknowledged the existence of warning signs to watch out for.