For Purpose has been named as a finalist in five categories in the prestigious 2021 Reed Awards for our work with Te Taura Whiri i te reo Māori (the Māori Language Commission) on 2020’s Te Wā Tuku Reo Māori (Māori Language Moment).

The Campaigns & Elections Reed Awards, named after Campaigns & Elections founder Stanley Foster Reed, are the most exacting awards in political campaigns, grassroots and advocacy. The Reeds embody excellence in political campaigning, campaign management, political consulting and political design. Past winners include campaigns for Kamala Harris, Corey Booker and Hillary Clinton. This year’s finalists include campaign work for Joe Biden’s successful presidential run.

For Purpose is a finalist in these five categories for our Te Wā Tuku Reo Māori work:

  • Digital - Websites > Best Website for Issue Advocacy or Public Affairs Campaign
  • Grassroots Advocacy > Best Action Center/ Grassroots Website
  • International > Best International Website
  • Overall > Best Website
  • International > Best International Campaign (National)

For Purpose helped make history by supporting Te Taura Whiri to create the largest, single celebration of te reo ever.

The commission wanted to mark the presentation of a petition to parliament on 14 September 1972 asking for te reo to be taught in schools and set the audacious goal of having 1 million people participate in a single moment of using te reo at 12pm on Monday the 14th September 2020. We tracked sign-ups in real time on the website and many an emoji, gif, ‘ka rawe’ and ‘tau kē’ were shared via Slack as we ticked over a million just after 1pm on September 14.

For Purpose managed the paid social media promotion, digital strategy, and website development that had two main objectives:

  • Get 1 million people participating in the moment on September 14 and
  • Create a community of people who would be encouraged and helped to carry on their learning.

Key to the success of the digital campaign was the design of the website. Users were inspired to sign-up to take part but were then funneled through a user-flow that encouraged them to upload their own stories in written, video, or image formats.

Moderated content was then displayed in walls. This was crucial to vanquishing the whakamaa people often feel about how well they speak the language.
People were also encouraged to tell us why they were participating to illustrate the strength of feeling about the importance of the language.

Automated emails and integrations from social media and sister websites ensured a smooth onboarding process and high levels of conversion from interested to active.

We’re stoked to have this recognition for the part we played in Te Wā Tuku Reo Māori in partnership with Te Taura Whiri, but really, it belongs to the million New Zealanders who, through their love of the language and desire to learn, got behind this audacious idea and made it happen. It’s fair to say we all watched the live sign-up tracker on the website ticking over each day a little bit in shock, a little bit in awe.

Our work continues with Te Taura Whiri. We helped them bring #MyMihi to life in February and continue to work with them to help them achieve their goal of having 1 million speakers of te reo by 2040.

Read the Te Wā Tuku Reo Māori case study here.


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