‘Trails of Taonga’ via Clems Wellington inspires Kiwis to act when they see a child in need

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Screen Shot 2018-02-22 at 11.16.12 am.jpgThe new Ministry for Children, Oranga Tamariki, unveiled its new tohu (brand mark) last year. The team at Clemenger BBDO worked with a group of care-experienced young people to co-create a tohu full of meaning.

Brigid Alkema, ECD at Clemenger, puts it succinctly: “Far from being another government logo, it has become a tohu for the kids, by the kids.”

Trails-of-Taonga---100kb-02.jpegIn their tohu, the ‘O’ of Oranga represents circles of family, whānau and community protecting them, and the ‘T’ represents them being lifted up high by the community.

Together they stack to form the image of a strong child, standing tall, proud and full of mana.

The first campaign ‘Trails of Taonga’ was launched off the back of the new brand identity. Its job was to start making NZers realise that even though the new Ministry can provide better systems for tamariki, it cannot provide love. It takes all of us to do this.

Says James Whitaker, general manager for engaging All New Zealanders at Oranga Tamariki: “The children told us there were people in our communities who had reached out to them and helped them in their time of need, and that this had a big effect on their lives. Telling their stories to the public shows New Zealanders that it is possible to help a child and make a difference. Even simple things, like noticing a child and asking them if they’re okay can have a massive impact on a young person’s life.”

 

Due to the experiences held by the young people in the videos, their stories needed to be told in a way that truly respected them. And what more respectful way is there, than with the children’s own tohu?

Five precious carvings were created. Each a new, positive interpretation of the children’s own tohu, brought to life in three-dimensions. Made from whalebone, pounamu and other precious materials by master craftspeople like Rangi Kipa, they became ‘taonga’ or treasured objects.

In Māori culture, taonga cannot be owned – only gifted, cherished for a while, then passed on to the next person, and the next.

 

Following this tradition, care experienced children, and others, can now nominate those they think are worthy of receiving the taonga. Nominations are made by sharing their stories in a secure place online.

Stories are read by a group of care-experienced children, and the next set of worthy people are picked. Children then ‘pass-on’ the taonga to those who helped them in a time of need, as a way of conveying their deep gratitude.

Says Alkema: “Open-ended, and self-sustaining, the taonga will continue to travel the country for as long as there are stories of help and kindness to be told, spreading trails of wellbeing and inspiration wherever they go. It’s a respectful way for the children to tell their stories. And a way to inspire other New Zealanders to step-in when they see a child in need.”

Key:

Oranga – wellbeing

Tamariki – children

Tohu – symbol or mark

Taonga – treasured object

Clients: Oranga Tamariki and care-experienced children

Artists: Rangi Kipa, Kereama Taepa and Terence Turner

Agency: Clemenger BBDO