Biosecurity 2025 launches Ko Tātou This Is Us nationwide campaign via Clemenger BBDO

1. Hero - Ko Tātou This Is Us.jpgClemenger BBDO and Biosecurity 2025 have launched Ko Tātou This Is Us, the first nationwide campaign designed to help New Zealanders understand and care about biosecurity.

Ko Tātou This Is Us is an overarching brand and platform that will combine the efforts of government, community organisations and individuals across New Zealand as we face increasing pest and disease challenges to our biosecurity, exacerbated by increased international shipping, travel and a changing climate. The brand takes guidance from the values of our tangata whenua, and their kaitiakitanga of our unique place.

Says Linda Major, Clemenger BBDO: "So much of what we take for granted as New Zealanders depends entirely on biosecurity - from what we eat to the lifestyles we enjoy. These things make us 'us'. We're simply linking the two together for people, making something fairly intangible very personal, but also irreplaceable and finite."

2. Ko Tātou This Is Us.jpgKo Tātou This Is Us was launched with a brand film, created by Clemenger BBDO and directed by FINCH's Abigail Greenwood. The story is narrated by a kuia who, looking back on her life, understands the importance and fragility of the world she is passing on.

Says Brigid Alkema, ECD, Clemenger BBDO: "When the elderly speak, we turn and listen. There's a wisdom and a perspective we all wish we could have earlier. With limited time left, they truly understand what's important in the world they're passing on. To bring this perspective to what we have here in Aotearoa, we worked with a real woman to craft a retrospective love letter to New Zealand, a final word of advice we can all learn from."

3. Ko Tātou This Is Us.jpgThe leading lady cast in the brand film is a regular Kiwi rather than an actor, and real memories from her life are woven throughout the story.4. Ko Tātou This Is U.jpg

The brand film will initially be accompanied by social and influencer activity, as well as traditional online, out of home, radio and print, and will continue to build over the next few years.

Says Tim Fraser, manager of planning and implementation, 4.7 Million Project, Biosecurity 2025: "With passion of the team at Clemenger BBDO, together we've been able to create a platform that we believe will make biosecurity something that every New Zealander can care about and relate to. We look forward to developing the next phases of the campaign over the coming months and years."

Client: Biosecurity 2025
Agency: Clemenger BBDO Wellington
Production Company: FINCH
Media Agency: OMD Wellington

5 Comments

Dave said:

What a wasteful use of government money. Nice enough bit of work but as a taxpayer I'd be asking why MPI thinks we need a brand ad for a problem that exists at the border. Surely the $ would have been better spent upping resources for those that police our imports and visitors.

Jane said:

Yes agree that policing biosecurity at the border is really important Dave, but our own domestic borders are also really vulnerable. Like the borders between our own waterways and land where New Zealanders are not always doing vital biosecurity actions like cleaning their gear to stop the spread of things like kauri dieback and didymo. You can look at the cow disease mycroplasms bovis and see how vital it is that farmers are also looking at their own on-farm biosecurity. Recent stats showed only 2% of nzers thought that a biosecurity breach would impact them personally this campaign helps to show that biosecurity is personally relevant and that all the things we love in NZ are protected by biosecurity and that every nzer has a role to play in taking action to mitigate biosecurity risks. That could be cleaning their gear before going mountain biking, tramping, hunting or fishing or that could be being on the lookout for unusual pests or diseases in their garden or community.

Swin said:

Beautiful.

This is said:

A bit wooden aye?. Love the intention but not the execution.

@Jane said:

Chill out Jane. Leave poor Dave alone. He's a really nice guy. Wears dirty gummies and mountain bikes without showering, but really who cares. This add is a yawn and you seem pretty boring for a dinner party. I want the 'Border Security' show back so let them bring it in and we can shut it down. Then put it on telly and say - Good doggies for catching the Aussie green apple in Sheryl's bag that was probably fine but not that crunchy. Don't you hate a soft apple? I sure as hell do.

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