A co-created campaign for
the Māori Electoral Option
The job? A campaign to help Māori voters understand their
electoral roll choice, and make that decision before the deadline.
GIF: OOH, CAMPAIGN IMAGE, SOCIALS/ INFLUENCERS, ON LOOP
BTS: On shoot
BTS: Collborators
The key challenge:
Politics is confusing. You never feel like you know enough. The rules keep changing. And, no two Māori have the same experiences. We needed to overcome apathy with ease.
Additionally, each election cycle brings a new challenge and for 2026, enrolment legislation introduced a cut-off date (eek). For us, this meant first time voters weren’t getting the political welcome they deserved, and we needed things to feel much much easier.
Through culturally grounded storytelling, targeted media and community kōrero, we made the choice clearer, more relevant and easier for whānau to navigate.
Channels
TV & On-Demand
Social & Online Video
Out-of-Home & Murals
Key Opinion Leaders & Influencers
Radio & Integrations
What we did different
We facilitated 8 wānanga across Aotearoa, learning what would make the Māori Electoral Option easier to act on. Hearing from 60+ Māori, rural and urban, some impacted by incarceration, kaumātua who had never voted before, and rangatahi who were feeling intensely about their next steps - and were guided by their insights.
Formed a Campaign Advisory Rōpū
This mahi was then co-created through various wānanga, and together we developed “Kei a tātou te mana”, a campaign celebrating the mana of choice without influencing the answer.
We couldn’t do without the crew,
a big mihi to all hands on deck
The Campaign Advisory Rōpū
Marshmallow Productions
Zico O’Neill-Rutene (via Loupe Agency)
VML Wellington
Electoral Commission | Te Kaitiaki Take Kōwhiri