Seeing ourselves – a very Pacific COVID response

Misinformation was rife within the Ōtautahi Pacific community when COVID-19 vaccination clinics commenced in August 2021.

In response, a communications and marketing campaign was implemented which amplified the respected voices of local Pacific leaders and encouraged the community to get vaccinated.

Whereas mainstream campaigns ‘rolled out’ medical experts, these voices didn’t necessarily resonate with Pacific people in Canterbury. For some, these spokespeople simply represented an ‘elite’ who ‘droned on’ about all the things their community didn’t do well.

We wanted to flip this on its head, championing the voices of Pacific leaders in a strength-based way that celebrated Pacific identity, namely a love of family, community and culture.

We knew we didn’t have to do this alone. Organisations from Pacific health and social service providers, as well as churches and sports clubs, were willing to share campaign messages, as were mainstream organisations such as Canterbury DHB who were operating under tremendous pressure to increase vaccination rates. We knew if we created engaging content it would reach our target population.

Great Scott engaged with Pacific leaders to be part of the campaign and provide a photo and quote. The approved illustration would be used on social media and EDMs, on billboards, street and dairy posters, and in community and church publications.

Colourful blue poster with simple illustration of Reverend Fitifiti Lualua and words “I got vaccinated for my aiga and community”

Colourful pink poster with simple illustration of Pacific woman in yellow puletasi dress and words “Vaccinate for your future”

Colourful blue poster with simple illustration of Pastor Elia Mafoe and words “Look after each other – get vaccinated”

Colourful yellow poster with simple illustration of smiling Pacific couple sitting together and words “Vaccinate for each other”

Colourful orange poster with simple illustration of two young Pacific people and words “Vaccinate for your mates”

Colourful blue poster with simple illustration of Pacific man Sami Paeahelotu Fifita and words “Together we can tackle COVID-19”

Colourful pink poster of two Pacific women in traditional dress and words “Vaccinate for your mates”

Colourful blue poster of Pacific woman Ramona Alatimu and words “Getting vaccinated helps us serve our community”

The campaign’s look and feel reinforced that it was a positive campaign Pacific people could be proud of. Rather than just promoting ‘Super Saturday’, we promoted a series of church-based clinics the following day - ‘Super Sunday’.

Great Scott shared collateral across Tangata Atumotu’s Facebook and Instagram pages. As well as organic reach, a mixture of boosting and advertising helped ensure the messages reached the target population. Great Scott also supported Tangata Atumotu to establish a TikTok channel.

We ensured Tangata Atumotu received regular positive coverage for their great mahi, with stories on Stuff, NewsHub, TVNZ and RNZ, as well as in specialist and stakeholder publications such as CDHB CEO Update and Samoan news sites.

The results speak for themselves – on 21 November the milestone of 90% of the Pasifika population in Ōtautahi getting their first COVID-19 vaccination was reached. By 20 December, 90% of Canterbury’s Pasifika population had been double vaccinated. We reached this target only four days after NZ as a whole (16 December).

Small team of Pacific people in matching purple shirts posing in front of white van with words “Vaccination Vaka” and graphics of smiling Pacific people on side.

Colourful orange poster on wall with simple illustration of smiling Pacific couple sitting together and words “Vaccinate for each other”

Small group of people sitting in an office space alongside Jacinda Ardern and listening to her talk

Colourful pink poster on fence by footpath with Pacific women in traditional dress and words “Vaccinate for your mates”

Small group of Pacific youth in matching “Fiji” hoodies in carpark standing proudly next to a white van saying “Vaccination Vaka” with graphics of smiling Pacific people on side

Man and woman wearing matching pink and black shirts and lavalava standing proudly in front of big poster saying “Protect what we love, #VaccineHero”

Carmen Collie in Pacific flower wreath with Jacinda Ardern in front of big poster with words “Together we can protect our community” and graphics of smiling Pacific people

Large group of Pacific people of all ages posing for a photo in a room with colourful posters in background

Trio of Pacific workers with masks on posing for a photo beside white van with words “Vaccination Vaka” and graphics of smiling Pacific people on side

White van driving down the road on sunny day with words “Vaccination Vaka” and graphics of smiling Pacific people on side

Camera crew shooting footage of man in Pacific traditional dress stood outside dairy in front of colourful poster saying “Get vaccinated”

Trio of people in matching green posing for a photo in front of vaccination booth with big poster saying “Getting vaccinated helps us serve our community”

Man wearing lavalava with facemask on standing with hands clasped in front of big poster saying “I got vaccinated for my aiga and community”

“What we’ve been able to achieve with our Pacific vaccination rates in Canterbury has been phenomenal, and Great Scott played a pivotal role. Our campaign worked because it gave a voice to the amazing people that make up our community. Whether we quoted a Minister, their wife or a leader of tomorrow, our people saw the best of our community. We felt proud to see the posters all over the city – it made us feel like we mattered, and that there were things we could do to protect what we value.”

Carmen Collie, Tangata Atumotu GM

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