National campaign – Manaaki Tāngata: Victim Support

About
Manaaki Tāngata (Victim Support New Zealand) came to us to work with them on developing a campaign to raise awareness of victim blaming.

After a detailed research process, Manaaki Tāngata sought a powerful visual campaign and supporting messaging to reveal the findings to the public and encourage us all to pause and consider our response when victims approach us to share their experiences and seek support. It needed to be effective across different channels and flexible enough to focus on specific messaging around the subject.

While the campaign had a limited budget, its importance really resonated with us here at Scenario, and we committed to investing a considerable amount of unpaid time to deliver the standard of creativity the campaign needed and the subject matter deserved.

Approach
We thoroughly reviewed the interviews, analysing the common themes and holding workshops with Manaaki Tāngata to really delve into the heart of the campaign’s core messaging.

This helped define the need for a campaign which was bold and eye-catching, not afraid to be playful, but ultimately respectful of the bravery shown by the research participants and those affected by victim-blaming behaviours.

We developed three concepts with their own unique tone and visual identity, along with a range of ideas for how the campaign could be implemented and extended, which the client was able to choose from for implementation.

Outcomes
The campaign was the largest in Manaaki Tāngata’s 37-year history. It reached nearly 570,000 people on social media alone, and over 2,700 people pledged to end victim blaming.

The campaign has been positively received across the country and even internationally, with Victim Support Europe describing it as a ‘Landmark Campaign’. Closer to home, the campaign was endorsed by Prime Minister Christopher Luxon, who visited the Manaaki Tāngata head office for an overview.