‘ensure all young people in New Zealand have equitable access to a high quality public education’
Campaigns – PPTA (The New Zealand Post Primary Teachers’ Association) Te Wehengarua
About
The New Zealand Post Primary Teachers’ Association/Te Wehengarua (PPTA) is the union and professional association for secondary school teachers in New Zealand.
Their Collective Agreement Campaign is a carefully considered push to negotiate better working conditions for those teachers. It’s important to have a strong visual identity not only for teachers to unite and rally behind, but also to help ensure that the messages to politicians (the ultimate decision-makers) are united and clear.
We’ve worked across two collective agreement campaigns – there are, of course, similarities, but also differences depending on what is happening not just in the sector, but across the political landscape.
Approach
In each case, the campaign was underpinned by a substantial amount of research. For ‘Bring out the best’, the PPTA had carried out a substantial piece of research work with both teachers and parents. For ‘Investing in Teachers’, we had the opportunity to hear from PPTA staff, teachers and principals directly through a series of workshops – some in person and some online.
The messages are quite different, but both have a real strength of purpose – and both connect back to the importance of valuing the role teachers play in shaping the future of our young people.
Posters, pull-up banners, digital lock-ups and newspaper and bus shelter advertising featured real teachers from across the motu, bringing a real authenticity to the campaigns, while other collateral, such as t-shirts, stickers and templates for placards, provide ample opportunities for rallies and events.
Outcomes
The dynamic shapes and bright colours in the lock-ups for the campaign brought positive energy and messaging that carried across to a wide range of collateral.
We received a lot of positive feedback on both the campaign messaging and the visual identities we developed, which were proudly displayed by teachers throughout the Collective Agreement negotiation period.
Also successful were the campaign websites we developed, which were a central point where teachers could download campaign collateral for their own use.
Invest in teachers – Invest in Aotearoa:
Bring out the best campaign:
